This is the idea from Kong, they are a chain of skateboarding/street wear. A similar idea was constructed by Moo shoes, featuring laces also. Nevertheless the original idea behind this is fantastic. Likewise with Gortz 17.
Spoon Graphics. (2016). Showcase of Creative Designs Made with Vibrant Gradients. [online] Available at: http://blog.spoongraphics.co.uk/articles/showcase-of-creative-designs-made-with-vibrant-gradients [Accessed 15 Jul. 2016].