# Sneaker DJs Japanese DJ Duo Higafa Uses Iconic Brand Shoes as Musical Instruments By Howard Wu | Published 2010-04-28 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/Japanese-DJ-duo-Hifana References: [youtube](http://www.youtube.com/watch?v=uS1exujG3cY) & [designboom](http://www.designboom.com/weblog/cat/16/view/9848/nike-music-shoes.html) As a leader in athletic footwear and pop culture, the [Nike](https://www.trendhunter.com/trends/air-max-dn-silhouette) brand continues to be synonymous with professional athletes and their product endorsements and now they have been endorsed by Japanese DJ duo Hifana. Their innovative commercials often include popular music help enhance shoe sales, but this particular [youtube](https://www.trendhunter.com/trends/speed-shopping) video is something a bit more unique. By combining Nike shoes and music synthesizers, Japanese DJ duo Hifana has created a unique music video using sound effects generated by contorting and slapping run of the mill Nike shoes. Photo Credits: ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 74% | Activity: 96% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Nike Brand Collaborations:** Expanding collaborations with artists and musicians to create innovative and unique marketing campaigns. - **Music and Sneaker Fusion:** Exploring the intersection of music and sneaker culture to develop new experiences and products. - **Sound Innovation in Advertising:** Utilizing sound effects and unconventional instruments to create memorable and attention-grabbing advertisements. ### Who This Affects Most - **Athletic Footwear:** Incorporating music-related features in athletic footwear to attract a music-savvy consumer base. - **Music and Entertainment:** Exploring partnerships between musicians and brands to create immersive and engaging experiences for fans. - **Marketing and Advertising:** Incorporating unconventional sound innovation techniques in advertising campaigns to engage and captivate audiences. ## Related on Trend Hunter - [Makeup Artist-Crafted Sneakers](https://www.trendhunter.com/trends/air-max-dn-silhouette.md) - [RFID-Enabled Sport Sneakers](https://www.trendhunter.com/trends/banbroken-artdesign-sport-shoes.md) - [Video Game Console Sneakers](https://www.trendhunter.com/trends/nike-air-snes.md) - [Sushi-Themed Sneaker Silhouettes](https://www.trendhunter.com/trends/menulog.md) - [Sashiko Stitched Intricate Sneakers](https://www.trendhunter.com/trends/sashiko-gals.md) - [In-Game Digital Sneakers](https://www.trendhunter.com/trends/nike-and-fortnite.md) - [Sneaker-Inspired Art Exhibitions](https://www.trendhunter.com/trends/drip.md) - [Sneaker Culture Radio Stations](https://www.trendhunter.com/trends/nike-air-max-day-2023.md) - [Maximalist Pop Art Sneakers](https://www.trendhunter.com/trends/keiichi-tanaami.md)