London NikeiD studio follows successful opening in NY
02 Nov '07
3 min read
Nike unveils its new London NikeiD studio, a unique customization service that is the first of its kind in the UK, at the NikeTown store in central London.
The studio, a stylish two-story glass and steel cube suspended above the centre of the store, will give consumers a hands-on design experience and the power to express their individuality by personalizing their sports footwear, apparel and equipment. This is done using the NikeiD.com online design process, with help from one-to-one appointments with trained Design Consultants.
Once consumers have created their designs in the studio they can be stored in an online 'locker' and shared with others online. After ordering, the shoes are individually made and delivered to them, either via the Nike Town store or direct to their homes.
The NikeiD business has more than tripled since 2004 with more than 3 million unique visitors going to www.NikeiD.com every month. As many retailers continue to take their instore offering online, Nike has seized the opportunity to bring this unique online design experience to the heart of its store and the heart of London's busiest shopping district.
This puts the consumer in control of the design process and extends the NikeiD experience beyond the computer screen where it has lived since its inception in 1999.
“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 Design Consultant.”
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