Brands like Nike are doing it.

We also presented to Nike even.

You're probably familiar with the Nike system.

Nike was one of the early ones.

These are some of the businesses mushrooms, crabs, vegetables, trees, fruits, and this is very interesting Nike ice cream and Nike biscuits this is a village sponsored by Nike.

Appreciate it. You know, Nike, Burberry, Gucci, ScoobyDoo.

Trademark means what can you protect as branding. Like the Nike swoosh.

I was like Nike should hire him, you know, Just do it!

This is purely for the community that are sweating using Nike products.

So you think about, these Nike shoes have got sensors in them, or you're using a Nike FuelBand that basically tracks your movement, your energy, your calorie consumption.

In Mexico, Nike has run a campaign recently called, literally, Bid Your Sweat.

And Nike knows how to get your pace and distance from just that sensor.

And what's happening here, this is where you've actually elected to join that Nike community.

Shoes for Nike, where the uppers are polyesters, infinitely recyclable, the bottoms are biodegradable soles.

This is the strap that people use to transmit heart rate data to their Nike system.

So Nike is literally acting as a well being partner, a health and fitness partner and service provider.

Liz Dolan, who is the Head of Marketing for Nike and now the Oprah Winfrey Network, said to me

Imagine if the private sector advertised in the same way if Nike wanted to sell a pair of shoes (Laughter)

If you look at the registry, actually, a lot of the registered things in the E.U. are Nike T shirts that are almost identical to one another.

It was very hard to get into the international companies because I had to get permission from companies like Nike and Adidas, and that's very hard to get.

1.2 million Americans have gotten a Nike shoe, which is a body area network that connects the shoe, the sole of the shoe to the iPhone, or an iPod.

And this Wired Magazine cover article really captured a lot of this it talked a lot about the Nike shoe and how quickly that's been adopted to monitor exercise physiology and energy expenditure.

What you can do is, the more you run, the more points you get, and we have an auction where you can buy Nike stuff but only by proving that you've actually used the product to do stuff.

You'll never see an ad like that, because Nike actually wants you to buy their shoes, whereas the city of Toronto clearly doesn't want you involved with the planning process, otherwise their ads would look something like this, with all the information laid out clearly.