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.