Take the XENO technology from Adidas. It does absolutely nothing to improve the comfort or durability of their trainers: under normal light, the shoe covering looks a regular shade of silver. But under the harsh light of a fluorescent bulb or camera flash, the tiny prisms in the XENO coating cause the shoe to glow in a full spectrum of colours. Magic.
Well, science. Which is better than magic.
The effect has just been added to the supremely versatile Adidas Originals ZX Flux, with a silver base tone.
Useful for night time runs, dazzling the paparazzi or breaking the ice at reunion drinks with talk of "Look at what my new shoes do!", the XENO Silver is set to arrive on adidas.co.uk later this month.