Nike's Hybridization viral series

The mash-up megatrend is particularly prevalent amongst young consumers empowered by their early experience of digital technology, which tends to facillitate customisation and breadth of choice. Diginatives don't want THIS or THAT, they want THIT - note the instant cult-status of any web 2.0 mash-up.

Nike Labs new mash-up initiative explores the idea of Hybridization - a creatively rich concept if ever there was one; as evidenced by a bloggable and downloadable three episode viral series which explores the notion though the medium of uber-cute animation: