There’s a movement afoot to go Back to the Future II. We just told you about Hoverboards. Now we hear that Kanye Wes
t has joined up with McFly 2015, a grassroots project that wants to make the futuristic kicks Marty wore in the 1989 flick available to consumers. They are collecting signatures in the hopes of getting Nike to manufacture them (the company actually patented the shoes back in 1990! ) Mr. West put his trademark bear with a pair of McFLY 2015’s on his upcoming album cover, Graduation, which will be released in September. The album packaging was designed by Japanese artist Takashi Murakami, best known for his work with Marc Jacobs for Louis Vuitton and his high-low aesthetic.
This is a perfect example of the Sphere of Influence in an Intention Economy. In an oversupplied and highly connected market, consumer intentions become powerful. In this case, these intentions were those of a core group of influentials. Their idea caught on with another sphere, a hyper-influential elite (West/Murakami) who made it their own through customization. This gave the project even more prominence and caché.
Add to the mix an online petition–a powerful viral tool. More and more people from other spheres of influence will then get on board. This taps into crowd clout, creating further democratization as it gives consumers a voice–a powerful one at that. Groups of people can help a band get signed thanks to sellaband, bring a politician to speak in their town via eventful, get a shirt made by voting for it on threadless, and now maybe, just maybe, get their very own pair of Marty McFly’s kicks.
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