For the launch of Nike Air Max in Argentina, Castro Innovation created this installation that allows user to levitate and race the sneakers using their breath. A nifty little mechanism commanded by the web allowed users to move the shoe forwards and upwards by blowing hard into their microphones. Users could interact with the installation on the website or instore.
I love this piece of work. It shows the power of a strong offline presence for an online idea. (Darragh, I know you'll enjoy that too.) And in the words of the PSFK post I found it in:
"The Nike Air Show installation exemplifies how the benefits of product technology can be creatively embodied and simplified so that consumers can better visualize and understand how it will benefit them. Not to mention how creative technology, and the internet of things, will continue to find application for brands and their marketing activations."
Genius.
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