#2@12: Meet The Adidas Social Media Shoe

German sportswear company, adidas (which happens to be the official sportswear sponsor of the summer Olympics) has created the Social Media Shoe – a sneaker transformed into a mobile platform for discussion. 

As it stands, London 2012 is by far the most social games yet. With fans tweeting athletes, and athletes tweeting fans right from the stadium, adidas has decided to celebrate the social frenzy with a tech’d-up their adiPower Barricade to receive tweets straight to the shoe.

Thanks to artist NASH MONEY, adidas’ Barricade tennis sneaker as been transformed into a working phone and Twitter feed. The shoe integrates arduino unit, LCD display, and LED lighting to produce a shoe even worthy of its own Twitter account!

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So what’s inside the shoe?

  • Built-in arduino unit
  • External LCD to display tweets
  • Personalized software that polls the Twitter API’s to share specific hashtags and mentions
  • Tricked out LED lighting embedded into the three stripes of the shoe, whose colors are controllable by remote control
  • One off case for a Samsung tablet (Galaxy Tab) made from adidas Barricade shoe materials

To further celebrate the Olympic Games, adidas has also revealed ‘miadidas Customisers’, a real-time art project uniting the most passionate artists, athletes and fans to produce unique customized footwear. The #2@12 campaign will help create 41 pairs of unique red performance shoes, all via fan submissions of their most ‘all in’ moments from the 2012 games.

“London is a creative city with some excellent emerging artists who can help put their unique spin on our adidas footwear,” said Thomas van Schaik, Global Brand Director of adidas. “The real-time element allows everyone to get involved by defining the key moments from this Olympic Games, and seeing them captured immediately on an historic item that they can then have the chance to win.”

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Every day of London 2012, live at the adidas Olympic Lounge, nine artists will be customizing the Performance footwear of select Olympic athletes, inspired by the day’s winning ‘all in’ moment. One artwork will be awarded to the chosen athlete daily, while the others will be given away online. To suggest a moment to be considered for a winning design, visit the adidas Facebook page.

Could this be the future of athlete connectivity, and more importantly, digitally innovated fashion?