adidas has launched a promotion on their sneaker collection MEGA. In order to make promo-campaign entertaining, they invited Didier Brun to create a device named Megalizer, dead combination of sneakers and digital technologies, which elicits sounds from the sneakers, letting dancers create their own music with their moves.
The concept of brand identity and this particular campaign belongs to SID LEE and it’s Paris atelier. Clip was filmed in Paris, featuring french hip-hop and break dancers Les Twins partnered with YAKFilms, Bboy Lamine and Bboy Mounir.
Didien Brun, famous for his coding work on world-wide innovative projects, says: “I did face loads of technical and hardware problems during the production and tests. Generating live music requires very low latency, and creating a shoe-wearable wireless system was a real challenge. The dancers that operated on the video clip did train a lot to succeed in synchronizing to play the actual song. Aside from the technical standpoint, it has been for me a great and fulfilling experience to discover the dance environment“.
However, adidas is not a pioneer in combining digital techs and shoes. Last year Nike launched hype promotion on Nike Free Run, taglined with “Get better, faster. Get free”, developed by the Wieden + Kennedy Tokyo agency.
Megalizer sneakers are not for sale.