Nike opened its first NIKEiD Studio at Niketown in New York City. The
new permanent installation on the fifth floor of Niketown puts the
consumer in control of the design process and extends the NIKEiD
experience beyond the computer screen where it has lived at
http://www.NIKEiD.com almost exclusively since its inception in 1999.
Consumers are guided through a 45 minute session by a personal Design
Consultant in designing their customized shoe…
Nike said the concept “is a consumer destination for designing, personalizing and customizing
Nike performance and sport culture footwear, apparel and equipment, and
marks the beginning of a design community, both virtual and hands-on,
for consumers to share ideas, concepts and a passion for NIKEiD.”
Pilot NIKEiD Studios have opened in Paris, France and Osaka, Japan with
New York being the first comprehensive space which will be followed by
Niketown London in November.
The Niketown New York location also features a unique touch screen in
the front window of the store where consumers will be able to design on
the street before an audience. People will be able to email their
designs from the touch screen to their friends, to their home computer
or even purchase the design inside at Niketown. The screen will display
a rotation of shoe designs from around the world that have been made by
consumers at http://www.NIKEiD.com within the past hour. Each shoe
posted will have the designer's name, the name of the creation, their
country of origin, and the time it was designed.
“The world has changed. Consumers interact with brands on their own
terms,” said Trevor Edwards, Vice President, Brand and Category
Management for Nike. “The NikeiD Studio enables consumers to create
their expression of the Nike brand with the guidance of a skilled
Consumers can create a customized products from 105 key
styles and a handful of items that are exclusive to the NIKEiD Studio,
such as the Dunk, Dunk High, the women's Dunk, the Air Max 90, the Air
Max BW and the Air Force 25 low.
Consumers are greeted by a personal Design Consultant, their navigator
through the world of design, at the beginning of each 45 minute
session. The Design Consultant assumes the role of personal advisor,
sounding board and confidante all rolled into one. He or she will help
the consumer tap into their design potential. Once complete, designs
can be purchased at Niketown and delivery scheduled.
Ninety percent of consumers receive the products they designed within two weeks of placing their order.
Each Design Consultant will have their own profile page online that
includes a locker with their favorite designs and those that they have
selected from consumers. Each of these designs will be available for
purchase at http://www.NIKEiD.com. They will also be included in a
bloggable widget that can be easily shared online.
A select few designs from consumers will be chosen throughout the year
to be produced in limited edition quantities and sold at Niketown.
Those consumer designers will be recognized for their creations.
Nike said its NIKEiD business has more than tripled since 2004 with
more than 3 million unique visitors going to http://www.NIKEiD.com