Nike Id
- Brand:
- Nike
- Agency:
- Critical Mass Calgary
2001FilmVideo · YouTube
Timeless principle
Move the customer from audience to author.
The idea
Let people design their own Nike shoes online instead of choosing only from finished products.
Why it works
Customization makes individual expression part of the product itself. The digital tool is useful, playful and inherently shareable, so participation does the work advertising normally tries to simulate. Nike turns scale into personal ownership.
