Bloomberg Anywhere Remote Login Bloomberg Terminal Demo Request


Connecting decision makers to a dynamic network of information, people and ideas, Bloomberg quickly and accurately delivers business and financial information, news and insight around the world.


Financial Products

Enterprise Products


Customer Support

  • Americas

    +1 212 318 2000

  • Europe, Middle East, & Africa

    +44 20 7330 7500

  • Asia Pacific

    +65 6212 1000


Industry Products

Media Services

Follow Us

Bloomberg Customers

Nike's New Public Design Studio -- Where Consumers Become Designers

Posted by: Reena Jana on October 4, 2007

Today, Nike unveiled a new style of retail experience that suggests that both virtual and real worlds are colliding and that the boundaries between consumers and designers are blurring fast. On the fifth floor at Niketown in New York this morning, the first full public NIKEiD Studio/boutique opened — yes, the same concept found on since 1999. It’s a place where anyone can custom-design Nike shoes. Nike previously had physical versions of the studios open mainly to professional athletes and other celebrities (and trend influencers), where they would design limited-edition shoes with the guidance of Nike staff designers.


According to the company, the NIKEiD online business has more than tripled since 2004 with more than 3 million unique visitors going to every month.

Sure, Reebok and Adidas also allow anyone to create and buy virtual customized shoes within Second Life. But Nike’s move is a timely real-world tactic. It confirms that the trend of customization is still going strong, and that consumers are interested in acting as designers as well as mere customers of their favorite brands both virtually and in person.

And the public studio itself isn’t the only cool new aspect of the NIKEiD franchise. Echoing Ralph Lauren’s use of a Minority Report-style touch screen in a store’s outdoor front window to prompt passersby to interact with the brand, Niketown now features a monitor where consumers can custom design a shoe by selecting features on the screen. (The Ralph Lauren windows, temporarily in New York and Chicago, were mainly for instant e-commerce and didn’t offer any design-it-yourself capabilities.)

Customer/designers can then email their creations to themselves or to buddies, or buy the new design inside Niketown.

And Nike will choose consumer designs and produce them in limited editions, to be sold at Niketown. If any customers are afraid to take the design plunge alone, so-called Nike Design Consultants are on hand to help guide them through a 45-minute design process. Shoes arrive in about two weeks (although Nike very precisely states that about 90% will receive the shoes in two weeks – a very transparent and trust-building admission that while the large majority will get the shoes in a short amount of time, a small minority may not for various reasons.)

So far, the company has opened pilot versions of open-to-all NIKEiD Studios in Paris and Osaka, Japan. But New York’s Niketown is home to the first permanent, full-fledged public NIKEid Studio. The company will open the next one in London next month.

With NIKEiD Studios, Nike is proving to be a company that's one step ahead of the trends, applying fresh new retail tactics to the company's established marketing strategies.

Reader Comments

Nike Shoes

November 2, 2007 4:00 PM

i would like to see some nike shoes made by japanese...


November 11, 2007 7:24 PM

dam ya make the freshes shoe ever!!!!!!


February 4, 2008 4:56 AM

H&M now has celebrities desigining clothes for them and selling it. Maybe H&M will move to this idea.


February 17, 2008 5:06 PM

Pfff this goes 2 far for me....

NIi Darko Darkoh

March 1, 2008 4:37 PM


I am a fan of NIKE.
I have some cool designs that I will to show to you. If I recieve your permission, I will scan and send to you


August 12, 2008 5:44 AM

I am a marketing student. and I think that this idea was a step in the right direction. Nike is keeping up with what customers want.


October 21, 2008 9:48 PM

[url=]Runescape Accounts[/url]

[url=]Runescape Powerleveling[/url]

[url=]Runescape Money[/url]

[url=]Runescape Gold[/url]

[url=]Runescape Items[/url]

[url=]Runescape Equipment[/url]

[url=]RS Accounts[/url]

[url=]RS Powerleveling[/url]

[url=]RS Money[/url]

[url=]RS Gold[/url]

[url=]RS Items[/url]

[url=]RS Equipment[/url]


November 2, 2008 9:45 PM

Sports Shoes Wholesal

Wholesal Sports Shoes

wholesale nike shoes

nike shoes wholesale

Radiation Protection Products

japan txluck


nike air jordan shoes




chinese tea wholesale


nike shoes wholesale






runescape seo

Theonewatch Rolex










January 23, 2009 11:53 PM

I want to design a shoe but i don't know how will you design it for me.
The design is a black shoe with a black nike sign and to seperatae the design use a thick red line. Thank you nike designers

Boutique de Laine

February 9, 2009 1:35 PM

designers can then email their creations to themselves or to buddies, or buy the new design inside Niketown
" rel="nofollow">Boutique de Laine


March 22, 2009 11:08 PM

hey guys i have some cool basketball shoes ideas also i do hand draw every single my shoe designs if you guys interestet let me know i will send you!!!

Calvin Pettiford

August 11, 2009 8:07 PM

Hi my name is Calvin and I know I have a new sneaker design that will explode in sales for nike. I know that people come with new ideas all the time but I have an idea that will start a new trend in shoe. I'm very excited to get my idea out all I need is a response. I know the world will thank me later!!!


August 28, 2009 9:26 AM

Nike is hot sale ,brand's magic is power ,Nike air max 2009 is new style in this year ,I believe you can like it.

Nike have long history ,which is famous for it real quality and durable.make you feets comfortable,running shoes ,sale in
airmaxzone online store.

Hot sale nike air max ,cheap but real quality ,for example nike air max 2009,nike air max 2003 etc.

Nike is hot sale ,brand's magic is power ,( air max 2009 is new style in this year ,I believe you can like it.


August 29, 2009 5:48 AM

Jordan shoes, the clear concise lines of appearance shows the simple.


September 7, 2009 10:27 PM

The lightweight shoes are made from the skin of sheep and they are very soft. You can

take a long walk wearing them and they are available in many colours like light brown
ugg shoes


September 11, 2009 3:48 AM

Our company are professional in Nike Air Max Shoes.Our Free shipping fee and no tax 1 week to you door!


September 14, 2009 4:02 PM

My name is Damian Dunning and im from chicago IL, I have a idea that will change people view on nike. People will not just view nike as a brand but a lifestyle.."This World is based off Change"


September 14, 2009 9:35 PM

We are sale different sorts of UGG products.We supplied the best service and cheap price. Welcome to


September 21, 2009 8:22 AM

I am Helen, from
Our company is a professional trade enterprise specializing in the selling of Nike, Jordan, Adidas, and other brands sports shoes. We also stock NFL football jerseys, Jeans, T-shirts, athletic wear, handbags, sunglasses, belts, and hats etc at greatly discounted prices.

We provide PayPal payment system; make you online shopping much more convenience and safer.

we use EMS delivery system,door to door service,fast and safe.

And the shipping fee is fixed: $12.98, no matter how many you buy.

We have the most affordable prices. We pay attention to honesty, credibility, and customer satisfaction.

Have a new try at our website. Thank you so much.


November 9, 2009 3:47 AM

HI nike youre like the best shoe company ever

Post a comment



What comes next? The Bloomberg Businessweek Innovation and Design blog chronicles new tools for creativity and collaboration, innovation case studies in both the corporate and social sectors, and the new ideas that have the power to change the way things have always been done.

BW Mall - Sponsored Links

Buy a link now!