NikeID

Last updated
Nike By You
Logo NIKE.svg
NikeID x Chrishimself.jpg
Nike By You customized sneakers
Product typePersonalized products
Owner Nike, Inc.
CountryEurope, Oceania
Introduced1999;25 years ago (1999)
Website nike.com/nike-by-you

Nike By You (Previously "NikeiD") is a service provided by Nike allowing customers to personalize and design their own Nike merchandise, most specifically footwear but also sportswear. They offer online services as well as physical studios in different countries around the world, including: United Kingdom, Italy, France, Japan, Spain, Germany, China, USA, Canada and Australia.

Contents

Description

Nike By You is a service provided by Nike allowing customers to customize [1] clothing and footwear purchased from Nike. The customer becomes the designer as they change and add a personal look and feel to a selected item. The service can be accessed both online from their homepage and in physical branches (called Nike By You Studios) which are situated in parts of Canada, France, England, Main Land Europe, China and the USA. In total, Nike By You has 102 studios where customer can access the customization design service.

The service was launched initially in 1999 and could only be accessed through their website. It provided customers the ability to choose from a limited range of different material and colors to develop their own style of tennis shoe. This initial launch allowed customers to customize Nike's Air Force One shoe. It gave a total of 31 different customizable parts including the base, overlay, accent, lining, stitching, outsole, laces and deubré. In total this shoe gave a choice of 82 different materials and option types. It has since expanded from a small web-based service to a large array of stores and new software applications to give customers a greater range of personalization and uniqueness in a variety of Nike shoes and clothing.

Products

Nike By You mainly focuses on footwear, providing a selection of shoes which can then be personalized by the customer. The customer can choose which area of the shoe to personalize, changing the color and fabric to what they desire. This customization [1] allows for a large amount of different designs to be created. And, if the customer does not want to have to design the shoes themselves, they can choose from a range of pre-made designs, or buy designs other customers have made.

As Nike By You, has developed they have changed from just personalized footwear to other items of sportswear. This is currently only available on their website, with the Nike By You studios focused on footwear.

Shoes

The shoes Nike By You offers customization over are listed in a range of sub-categories these include: association football, baseball, running, rugby football, basketball, athletics, skateboarding, and sportswear. Nike By You is constantly updating the collection of shoes that they offer for customization. Nike's most popular franchises are also represented including Air Max, Air Force 1, Nike Free, Nike LunarGlid Nike Dunk. Nike By You has also recently begun offering the signature styles from such athletes as Kobe Bryant, LeBron James and Kevin Durant.

Service

Online

The starting point of the company was the online store which has changed frequently over the years from its initial 1999 launch. In 2005, R/GA was given the task to redesign the website to give it "a premium, e-commerce experience". The original HTML site was replaced entirely by a new Flash based website claimed to give it a more user-friendly experience and stylish look. The ability to save designs using the myLocker account, on the NIKEiD website, has sparked many bloggers and designers to show off their designs. [2]

In Store

The Shanghai Nike By You Studio Nike-id-shanghai-launch.jpg
The Shanghai Nike By You Studio

The Nike By You studios are intended to give the customer an even greater personal experience. The studios have professionally trained designers within for customers to work with. Inside the studios there is a greater range of colours, materials and shoes to pick from. [3] [4]

iPhone App

On 14 October 2012, the Nike By You App for iPhone and iPod Touch was released on the iTunes App Store. The App is free to download and allows users to search products created by the NBY community and purchase items from the online store. The iD Studio Finder allows the user to find out exactly where the Nike By You Studios are located, and how to book an appointment with a design consultant. Users could also save their designs to their myLocker accounts. The app has since been discontinued and replaced with a Mobile Builder engineered to allow for full customization from any modern mobile device running either the iOS or Android operating system. [5]

Nike PHOTOiD

By taking great colorful picture with their mobile a consumer can send an image to Nike where newly designed software will then analyze the picture for its two main colors and then go about designing a shoe based on it. The consumer will then receive reply with an image of their desired shoe. From this stage they can either save the image, send it to someone else or even purchase the new design. [6]

Events

Campaigns

Nike By You launched a billboard campaign coinciding with the re-launch of the service website. The Reuters sign in Times Square and offered passersby the option to use their phones to customize a pair of shoes. Once the user has then customized the pair of shoes they receive a text with a wallpaper of the shoe and then given the option to purchase their customized shoe. [7]

Celebrity Designs

Nike By You has invited celebrities such as Amani Toomer and DJ Clark Kent to go into the Nike By You bespoke workshop, situated in 21 Mercer Street, New York and design their own shoe.[ citation needed ]

Nike Air Troupe Design Battle

When Nike launched a brand new shoe specifically designed for hip hop dancers. This campaign was designed to promote both Nike By You and the new shoe. It allowed users to customize their own Nike Air Troupe shoe and then to submit their design into a competition against other designers. Designs would go through rounds of voting until the best designs were chosen, and winners could win various prizes. The competition ended on April 16, 2009. [8]

Similar services

Other clothing brands offer bespoke clothing for customers also. Vans for example offer a similar customized shoe experience for customers. It recently added bookbags, and hats along with shoes. Adidas offer a bespoke service called mi adidas allowing customized shoe features for customers. Reebok too offer a service called Your Reebok. Converse, a Nike company, offers the Converse Create service, which runs on an adapted version of the Nike By You software. Franklin Sports offers custom batting gloves.

Related Research Articles

<span class="mw-page-title-main">MSN</span> Collection of Internet sites

MSN is an American web portal and related collection of Internet services and apps for Windows and mobile devices, provided by Microsoft and launched on August 24, 1995, alongside the release of Windows 95.

<span class="mw-page-title-main">Asics</span> Japanese athletic equipment company

Asics is a Japanese multinational corporation that produces sportswear. The name is an acronym for the Latin phrase anima sana in corpore sano. Asics is best known for its sneakers, but also produces other footwear such as sandals, as well as clothing and accessories. It is headquartered in Kobe, Hyōgo Prefecture, Japan.

Personalization consists of tailoring a service or product to accommodate specific individuals. It is sometimes tied to groups or segments of individuals. Personalization involves collecting data on individuals, including web browsing history, web cookies, and location. Various organizations use personalization to improve customer satisfaction, digital sales conversion, marketing results, branding, and improved website metrics as well as for advertising. Personalization acts as a key element in social media and recommender systems. Personalization influences every sector of society — be it work, leisure, or citizenship.

<span class="mw-page-title-main">Dressmaker</span> Person who makes custom clothing for women

A dressmaker, also known as a seamstress, is a person who makes clothing for women, such as dresses, blouses, and evening gowns. Dressmakers were historically known as mantua-makers, and are also known as a modiste or fabrician.

Streetwear is a style of casual clothing which became global in the 1990s. It grew from New York hip hop fashion and Californian surf culture to encompass elements of sportswear, punk, skateboarding, 1980s nostalgia, and Japanese street fashion. Later, haute couture became an influence, and was in turn influenced by streetwear. Streetwear centers on comfortable clothing and accessories such as jeans, T-shirts, baseball caps, and sneakers. Brands may create exclusivity through artificial scarcity; enthusiasts follow particular brands and try to obtain limited edition releases, including via proxy purchases.

Mobile marketing is a multi-channel online marketing technique focused at reaching a specific audience on their smartphones, feature phones, tablets, or any other related devices through websites, e-mail, SMS and MMS, social media, or mobile applications. Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services, appointment reminders and ideas. In a more theoretical manner, academic Andreas Kaplan defines mobile marketing as "any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device".

<span class="mw-page-title-main">Nike+iPod</span> Activity tracker device

The Nike+iPod Sports Kit is an activity tracker device, developed by Nike, Inc., which measures and records the distance and pace of a walk or run. The Nike+iPod consists of a small transmitter device attached to or embedded in a shoe, which communicates with either the Nike+ Sportband, a receiver plugged into an iPod Nano. It can also work directly with a 2nd Generation iPod Touch, iPhone 3GS, iPhone 4, iPhone 4S, iPhone 5, The Nike+iPod was announced on May 23, 2006. On September 7, 2010, Nike released the Nike+ Running App on the App Store, which used a tracking engine powered by MotionX that does not require the separate shoe sensor or pedometer. This application works using the accelerometer and GPS of the iPhone and the accelerometer of the iPod Touch, which does not have a GPS chip. Nike+Running is compatible with the iPhone 6 and iPhone 6 Plus down to iPhone 3GS and iPod touch. On June 21, 2012, Nike released Nike+ Running App for Android. The current app is compatible with all Android phones running 4.0.3 and up.

<span class="mw-page-title-main">Sneaker collecting</span> Hobby of acquisition and trading sneakers

Sneaker collecting is the acquisition and trading of sneakers as a hobby. It is often manifested by the use and collection of shoes made for particular sports, particularly basketball and skateboarding. A person involved in sneaker collecting is sometimes called a sneakerhead.

Mark McNairy is an American fashion designer. He is currently the designer of mcnairy&co, a menswear brand headquartered in New York City. He is the former creative director for the Ivy League inspired clothing company J. Press, as well as his own collection simply known as Mark McNairy New Amsterdam.

<span class="mw-page-title-main">Jimdo</span> German web hosting service

Jimdo is a German website builder privately held and headquartered in Hamburg, Germany, with offices in Munich and Tokyo. Jimdo has two products, Creator and Dolphin, offering free and paid plans.

<span class="mw-page-title-main">Nike+ FuelBand</span>

The Nike+ FuelBand was an activity tracker worn on the wrist and compatible with iPhone, iPad, or Android devices.

<span class="mw-page-title-main">Bespoke</span> Made to order, usually one-of-kind

The word bespoke has evolved from a verb meaning 'to speak for something', to its contemporary usage as an adjective. Originally, the adjective bespoke described tailor-made suits and shoes. Later, it described anything commissioned to a particular specification. In contemporary usage, bespoke has become a general marketing and branding concept implying exclusivity and limited runs.

<span class="mw-page-title-main">Hike Messenger</span> Instant messaging app

Hike Messenger, also known as Hike Sticker Chat, was a multifunctional Indian adware application offering instant messaging (IM) and Voice over IP (VoIP) services that was launched on December 11, 2012, by Kavin Bharti Mittal. It is now owned by Hike Private Limited. Hike functioned through SMS. The app registration used a standard one-time password (OTP) based authentication process. Hike was estimated to be worth $1.4 billion and had more than 100 million registered users. It went defunct on January 6, 2021.

<span class="mw-page-title-main">Google Play Newsstand</span> Defunct aggregator and digital newsstand

Google Play Newsstand was a news aggregator and digital newsstand service by Google. On May 8, 2018, Google announced at Google I/O that Google Play Newsstand was being amalgamated with Google News. Launched in November 2013 through the merger of Google Play Magazines and Google Currents, the service let users subscribe to magazines and topical news feeds, receiving new issues and updates automatically. Content was offered for reading on a dedicated Newsstand section of the Google Play website or through the mobile apps for Android and iOS. Offline download and reading is supported on the mobile apps.

<span class="mw-page-title-main">Digital fashion</span> Visual representation of clothing with digital software

Digital Fashion is a field of fashion design that relies on 3D software or artificial intelligence to produce hyper-realistic, data-intensive digital 3D garment simulations that are digital-only products or digital models for physical products. Digital garments can be worn and presented in virtual environments, social media, online gaming, virtual reality (VR), and augmented reality (AR) platforms. The field contributes to the development of a more sustainable future for the fashion industry It has often been praised as an answer to ethical and creative concerns of traditional fashion by promoting innovation, reducing waste, and encouraging conscious consumption.

<span class="mw-page-title-main">Adobe XD</span> Web prototyping and design tool by Adobe, Inc.

Adobe XD is a vector design tool for web and mobile applications, developed and published by Adobe Inc. It is available for macOS and Windows, and there are versions for iOS and Android to help preview the result of work directly on mobile devices. Adobe XD enables website wireframing and creating click-through prototypes.

Veritas Bespoke is a company that manufactures and retails premium leather-soled shoes for men. The brand is founded in 2013 by the Vietnamese Canadian businessman Thanh Le and Thai Nguyen, the professional shoe cobbler in Calgary, Alberta, Canada. Veritas Bespoke has invented a new approach to the traditional shoe-making method: creating bespoke last from 3D scanning technology used in orthopedics footwear. In July 2013, Veritas Bespoke opened its boutique in Calgary. Two years later, Thanh and Nguyen opened their first store in Vietnam at 56 Le Thanh Ton Street, District 1, Ho Chi Minh City

Silvert's Holdings Ltd., operating as Silvert's Adaptive Clothing & Footwear, is a U.S. and Canadian based retailer that designs and distributes adaptive clothing and footwear for men and women. The company makes a variety of types of adaptive apparel, including wheelchair clothing, easy access clothing as well as diabetic shoes, socks and slippers, designed to assist physically challenged individuals in their daily dressing and undressing.

<span class="mw-page-title-main">Hussain Almossawi</span> Designer

Hussain Almossawi is a Product Designer, CGI Artist, and bestselling author of The Innovator's Handbook: A Short Guide to Unleashing Your Creative Mindset, based in New York City.

<span class="mw-page-title-main">On (company)</span> Swiss athletic shoe and performance sportswear company

On Holding AG is an athletic shoe and performance sportswear company originating in Switzerland that designs and markets sports clothing and running shoes.

References

  1. 1 2 modify (something) to suit a particular individual or task.
  2. "R/GA NIKEiD". R/GA . Retrieved 2009-11-25.
  3. "Sneakers for all occasions". Financial Times. November 10, 2007. Retrieved 2009-11-26.
  4. "NIKEiD London Studio Opens Tonight". Creative Review. November 1, 2007. Retrieved 2009-11-20.
  5. "NIKEiD App for iPhone and iPod touch". Hypebeast. October 23, 2009. Retrieved 2009-12-09.
  6. "Nike PHOTOiD trainer customisation launches". Pocket-lint. June 16, 2008. Retrieved 2009-11-02.
  7. "Nike iD Billboard Invites Mobile Users". Clickz. May 3, 2005. Retrieved 2009-11-26.
  8. "Nike Troupe Battle: Design Your Own Hip-Hop Shoe; Do Battle; Repeat". Rick Mathieson. March 26, 2009. Retrieved 2009-12-10.