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Pumped up kicks: Marty McFly’s shoes

In one of the coolest marketing stunts this year, Nike is producing a run of shoes modeled after Marty McFly’s fictional 2015 NikeMag high-tops from the Back to the Future movies, and auctioning them off for charity.

If you’re a fan of the movies (or of, er, Bill Hader and Kevin Durantt), you’ll probably get a kick out of this online video, which was posted last week following a buzz-building teaser campaign.

The shoes are being auctioned off now through September 18 to benefit the Michael J. Fox Foundation. Here’s a microsite about the shoes, and you can follow the auction here.

Unlike the shoes in the film, these don’t lace automatically, they just light up. But that isn’t stopping anybody from wanting a pair. Most of the shoes are being bid up to $4,000 or $5,000, and Nike has pledged to match the bids. With 1,500 pairs up for auction, that’s going to raise millions of dollars for Parkinson’s research.

Here are the shoes as seen in the 1989 movie Back to the Future Part II:

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Late addition: The headline on this post is a nod to the song “Pumped Up Kicks” by Foster the People, which refers to sneakers.

Who created this ad?

Wieden & Kennedy Portland

Who signed off on it?

Mark Parker, Nike CEO.

— By Daryl Lang. Filed under Advertising

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