If the shoe fits

DESCRIPTION

Nike wanted to launch its NikeID studio, a two-story customisation space that allows customers to personalise their sports footwear, apparel and equipment all within the retail environment. Consumer can customise their shoes, bags and watches with the assistance of a dedicated design consultant. They can also buy a product that has already been “iD’d” or book appointment fro the NikeiD studio.

The NikeiD studio is an appointment-only private space, where designers facilitate consumers’ designs, drawing on their passions and creativity in a one-hour private session. The designs can then be stored in their own online ‘locker’, shared with friends and once ordered are individually made and delivered to them.

In order to promote this service, Nike developed a ‘Welcome InsiDe’ communication that used digital and mobile technology. Three digital dispensing cubes appeared in key London sites enabling people to win fast-track Bluetooth appointment tickets on their mobile. Near real-time images of the NIKEiD shoes being created by customers in the studio were displayed on the sides of the dispensing cubes, along with the customers’ names and a line about their shoe.

 The activity was supported online via www.nikeid.com/londonstudio, which acts as a window to the studio with real-time studio cameras showing what’s going on.

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