The Vittel Couch Converter service is a marketing campaign aimed at curbing the amount of time Europeans spend lazing around on their couches — by transforming customers’ old sofas into pairs of personalized running shoes. To begin, customers upload a photo of their sofa to Vittel’s website and send in a cut of the fabric. 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 and many previous creations can be browsed on Vittel’s site.