Nike of­fers shoes cus­tomised in 90 min­utes

Shoes & Accessories - - The Month That Was -

Af­ter work­ing di­rectly with ath­letes to cre­ate highly per­son­al­ized shoes for its ath­lets Nike’s Ad­vanced In­no­va­tion team wants to bring el­e­ments of this process to the con­sumer by merg­ing dig­i­tal de­sign with tra­di­tional footwear mak­ing. The ex­pe­ri­ence be­gins with a se­ries of graphic op­tions, gen­er­ated from ei­ther Nike her­itage or on-the-spot phrases, which can then be cus­tom­ized into pat­terns through shifts to size and color. “The in­ten­tion of the project is to bring to life the col­lab­o­ra­tive de­sign ex­pe­ri­ence that we of­fer our ath­letes”, stated Mark Smith, VP of In­no­va­tion Spe­cial Projects, adding: “They love prod­ucts that tell their story, so we wanted to com­bine that idea with a new process of live de­sign and man­u­fac­tur­ing that al­lows our guests to come into the space, work col­lab­o­ra­tively with us and leave with a spe­cial prod­uct in less time than ever be­fore.” What are made are one-of-a-kind ver­sions of the Nike Presto X, a sil­hou­ette spe­cially cre­ated by the Nike Ad­vanced In­no­va­tion for the Nike Mak­ers’ Ex­pe­ri­ence. There are two ver­sions of the shoe, a tra­di­tional Presto and a slip-on. Both are equally suited to the process of cus­tomiza­tion via dy­namic ob­ject track­ing and pro­jec­tion sys­tems that in­stantly bring de­signs to life. For ex­am­ple, one could start by us­ing a birth­day or an­niver­sary. From that ty­po­graph­i­cal in­put, pat­terns are then cre­ated and scaled to taste. Color choice and grad­u­a­tion are nearly infinite, too. And that’s just the tip of the cus­tomiza­tion ice­berg. “The Nike Mak­ers’ Ex­pe­ri­ence is a fast, fun, in­ter­ac­tive, one-of-a-kind de­sign ex­pe­ri­ence. It takes most peo­ple longer to come up with their idea than it does for us to make it,” adds Smith. “In our minds, this is to­mor­row, to­day.”

The in­vite-only ex­pe­ri­ence will ini­tially be lim­ited to Nike friends and fam­ily and se­lect Nike+ mem­bers.

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