NIKEiD in Times Square
New York Post’s story on Nike iD For six years, Nike’s iD division has let sneaker enthusiasts design their own shoes online with a few mouse clicks. Now the athletic apparel giant is taking the customization craze a step further through new technology and savvy marketing. Using their cellphones, Nike fans will be able to customize a pair of shoes displayed on a 22-story digital screen in the heart of Times Square. After their 60-second session, they can either download their design as mobile phone wallpaper or go online and buy the product.
New York Post’s story on Nike iD
For six years, Nike’s iD division has let sneaker enthusiasts design their own shoes online with a few mouse clicks. Now the athletic apparel giant is taking the customization craze a step further through new technology and savvy marketing. Using their cellphones, Nike fans will be able to customize a pair of shoes displayed on a 22-story digital screen in the heart of Times Square. After their 60-second session, they can either download their design as mobile phone wallpaper or go online and buy the product.
The interactive experience — a blend of mobile marketing, online shopping and video gaming — underscores the challenge for Nike to innovate on both the design and technology fronts.
“We’ve integrated different components of this from time to time but this is the first time we’ve brought it all together,” said John Mayo-Smith, vice president of technology for R/GA, Nike’s interactive ad agency.
Beyond that, Nike sees this as a way to experiment with new kinds of marketing. While it expects a lot of people will try their hand at designing, it hopes to capture the attention of millions.
Nike is relaunching the iD program with a redesigned Web site and a marketing campaign that also involves TV spots, online ads and “wild postings” outdoors.
Catering to tech-savvy youth, Nike iD has expanded from running shoes to include basketball, soccer and vintage styles as well as watches and bags.
A customer can take a basic pair of shoes and dress them up, choosing among hundreds of colors and adding embroidered words. Nike does maintain some control, though; customers can’t remove the “swoosh” or get cute by printing “Reebok” or “Swtshop” on the shoes.
