Nike launches scheme allowing photos on personalised footwear

by Ed Kemp, Marketing 16-Jun-08, 12:00

LONDON - Nike has launched a mobile initiative that enables consumers to use their own photos to personalise their footwear.

Nike PhotoiD instantly analyses consumers' photos, matches the two most dominant colours to the NIKEiD palette and applies the colours to a chosen customisable shoe design.

On sending a photo from a mobile phone to a shortcode via text message, consumers receive a link to the Nike PhotoiD mobile site that features their customised footwear, superimposed over the picture that inspired it; customers in the UK MMS the picture and the word ‘DUNK' to 88247.

The first style of footwear to be offered on Nike PhotoiD will be the Nike Dunk shoe, a basketball trainer which originally launched 23 years ago.

Nike PhotoiD will initially launch in the UK, Italy, Germany, Spain, France, Denmark, Finland, Norway and Sweden. The concept was devised and developed in collaboration with digital agency AKQA.

The development follows the launch of NikeiD in 1999 which enables consumers to customize their own shoes, bags through Nikeid.com.

Comments

Julian Ashley - 16/06/2008

Remember the email correspondence between Nike and the guy that wanted to put "sweatshop" on his trainer? His final email woudl be very relevant for the new PhotoID... http://www.guardian.co.uk/media/2001/feb/19/1