Nike was opening a premium customisation studio in NikeTown London.
Its aim: to let sneaker-heads get closer to Nike by designing their own shoes in free one-on-one appointments with NIKEiD Design Consultants. A VIP experience ordinarily reserved for sporting royalty.
Pre-launch, 50 influential Londoners were invited to NIKEiD London Studio via personalised video message on complimentary iPod nanos.
Post-launch, shoe addicts creating their own design became part of the campaign almost immediately. Their photo, shoe and a line written by them appeared on a kaleidoscopic background on giant video walls in NikeTown London’s windows.
Each kaleidoscope was dynamically created using components from the customer’s design – making every ad totally unique.
These one-off pieces appeared in near-real-time in NikeTown, on the NIKEiD website and on cube installations on the streets of London.
The NIKEiD street cubes released fast-track studio appointments via Bluetooth and took the unique ads to a wider audience.