MCPC 2007

Joshua Young is Product Imaging Manager of NIKE Apparel US. NIKE Inc. is the world's leading supplier of athletic shoes, apparel and sports equipment. In 1999 NIKE launched NIKE iD, an interactive area of nike.com, where consumers can personalize and purchase their footwear online. NIKE iD is about individual style, personal fit and self-expression. It has expanded beyond the U.S. and is available in Japan and Europe.

NIKE iD’s shoe configurator enables customers to individualize and create their own sport shoes by choosing the right model, the right size and select from hundreds of possible colour combinations. Furthermore customers have the opportunity to personalize their shoes by adding a 3- to 16-character personal iD. The results of their selections can be seen at every single point in the configuration process in real time from any angle.

An easy step-by-step process leads customers through the configuration process and encourages them to configure their item the way they want. At the first step, customers have to decide whether they want to start the customization with a blank item or start with an inspiration. Once a customer has selected an item, he/she has the chance to be a real footwear designer by adding different colours to the shoe. In the next step customers can put a personalised message on their creation. Before adding the item to the cart, the visitor has to choose the right size and fit. About four weeks later the shoes arrive at the customer’s domicile.

"NIKE iD is a strong relationship builder between Nike and the customer, and the customer and the product."