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Reebok makes jump in shoe technology

Published on .

Two boys take a circular journey -- dashing through a computer wire, then a microchip, a city, outer space and back into the wire -- in spots for Reebok International's new Traxtar. The children's fitness shoe actually measures and displays high jump, long jump and sprint performance via LED lights and sounds. Embedded in Traxtar is a motion sensor used in air bag technology. Berlin, Cameron & Partners, New York, created the :15 and :30, and Curious Pictures, San Francisco, handled production. Copywriter: Michelle Novella. Art director: Karima El-hakkaoui.
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