Water Company Converts Couches into Running Shoes

To get folks off of the couch and moving more, which of course leads to more water drinking, water brand Vittel--based in the UK, has come up with an innovative idea. Customers upload a photo of their sofa to Vittel’s website and send in a cut of the fabric of their couch. A team of designers and shoemakers then use the fabric to create a pair of unique sneakers, based on a custom design created for the project. Shoes are sent out within a few weeks.
Many previous creations can be browsed on Vittel’s site.
 
I think it's clever...just not clever enough to ruin my furniture for. Luckily, I am already very active. What do you think?