you connected – even if you're running away. The tech giant has
outfitted a pair of unassuming ADIDAS shoes with a computer a speaker,
as well as an accelerometer, a gyroscope and a pressure sensor. While
making movements, the shoe can actually talk to the person wearing
them.
The device made its debut late last week during the South by Southwest
Festival in Austin, Texas.
Aman Govil, lead of the advertising arts team, told ABC News: 'The
talking shoe is an experiment in how you can use connected objects to
tell stories on the Web today.'
The shoe utilizes Bluetooth technology to connect itself to the
internet, and can provide location and directions using Google's
mapping app.
The computer also enables the shoe to react based on the wearer's
movements, or lack thereof.
If you're sitting on a park bench, the shoe may inform you: 'This is
super boring.'
It's a part of the Art Copy & Code project, which has been designed to
deliver a new frontier of marketing and advertising.
Govil told ABC: 'If you put what the shoe knows through an algorithmic
logic engine, it can translate it into copy.
'Now if you give that copy to an interesting copy writer, you could
give the shoe personality. One shoe could be the trash-talking shoe.'
The possibilities are endless, but the shoes can be worn by favorite
athletes and let their Twitter followers know how fast they're going
during a particular sporting event, for example.
But Google claims that it has no plans yet to develop the fancy
footwear into a shoe empire.
Govil told ABC: 'We're not getting into the shoe business. We are in
the social network and advertising business.'
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