Shoes as we know it are never going to be the same again. Nike has just come up with the first of its kind music shoes!
Here is a short video showing how the shoes were made…
This is the final Nike Music Shoes ad…
Why this idea feels like a shift
The shoes are not styled as fashion first. They are staged as an instrument. That reframing matters because it turns product into performance. You do not watch someone wear them. You watch someone play them.
- Product becomes interface. Movement is translated into sound, which makes the shoe feel “alive”.
- Proof in the making. The build film adds credibility and curiosity before the final creative payoff.
- Shareable demonstration. People want to show others because the concept is easiest to understand when you see it.
What to learn from the two-video structure
Pairing a “how it was made” film with the final ad is a smart sequencing move. First you earn belief. Then you deliver the spectacle. In innovation storytelling, that order often performs better than going straight to the hero spot.
A few fast answers before you act
What are Nike “Music Shoes”?
They are a concept where the shoe is treated like a musical instrument, translating movement into sound to create music through performance.
Why include a making-of film as well as the final ad?
The build film establishes credibility and explains just enough to make the final ad feel possible, not magical.
What is the core creative pattern here?
Turn a product into an interface, then let a live-style demonstration carry the message without heavy explanation.
How can brands reuse this idea without copying it?
Identify one product behavior you can translate into a new medium, then show both the “proof” and the “performance” as two linked chapters.
