In an effort to motivate people to exercise, a water company is turning old couches into custom running shoes. The Vittel Couch Converter is providing footwear-based incentive for people to engage in an active and healthy lifestyle. It's also a bit of a bonus for the environment, as old sofas find new life.
The marketing campaign is a clever spin on the idea of a couch potato and hopes to encourage Europeans to get off their couches and go for a run, jog or walk. To get their custom running shoes, customers send a picture of their chesterfield to Vittel along with a cut of the fabric. Designers and shoemakers then use the fabric to make new kicks.