Every day of the Olympics we customized a pair of red 2012 performance footwear, with something that happened that day. A weird and wonderful collective of artists worked super fast, including street artist Dr Noki, gaga dress designer Nazir Mazhar and sneaker customizer Nash Money. The fans picked the moment via a facebook app, we customized, we shot, we edited and we went live. It was the most reactive campaign adidas had ever created. 17 customizations and 17 films in the same number of days, celebrating David Rudisha's WR, Yohan 'the beast' Blake, Jess Ennis, and loads more including a twitter enabled adidas barricade worn by Andy Murray. The story of 2012, told as it happened, on the shoes that made it.