When it comes to drumming, you can be excused for confusing soul with sole. That’s because sports shoe brand Puma has teamed up with its ad agency, EP+Co, to build an e-drum kit with triggers built into sneakers.
The RS-X MTV sneaker kit consists of 12 shoes with triggers built into the soles.
The agency wanted to re-imagine sneakers by bringing together music, fashion and technology.
In its write-up on the project, the ad agency stressed that the drum kit was built “100% in-house, from engineering and fabrication, creative technology and build to capturing content and experiential activation”.
Of course, most readers will understand that it’s not rocket science fitting a piezo and jack to any object, but all will agree that this project was elegantly executed.
After the launch, the kit went back to EP+Co’s offices, although it was expected to finally end up at Puma head office.
To see the “soles with soul” in action, click here.