MCPC 2007

Christian Stegmaier is Head of Life Style at Reebok International Ltd., a famous producer of sport goods, which is now owned by the German footwear giant Adidas. In 2005 Reebok decided to offer an online customization program by making custom shoes available on the website RBKcustom.com. This website enables users to customize the model of shoes they want for about retail price.

By offering tons of different customization possibilities, the RBKcustom configurator encourages customers to design their own shoes in their individual way. Users can choose from different kinds of soles, a wide variety of colours and materials - in short, they have limitless possibilities of combinations. Another main competence of the configurator is that the results of each selection can be seen at every single point in the configuration process in real time from any angle. Moreover, RBKCustom allows to share these designs with friends and relatives via e-mail.