As part of a marketing stunt, Nike and Castro Innovation put together an advergaming event on in order to highlight the benefits of the featured footwear.
Essentially, the levitating Nike Air Max shoe "floated 1.6 inches over the surface of a magnetic platform, while a mechanism received a command from the web that would make the shows move forward based on the strength of users’ breath being blown to a microphone," according to PSFK. Users could participate via web or in person at the Nike store in Buenos Aires.
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