On April 15, Nike By You will undergo a transformation. Out with the old (the traditional Nike iD experience) and in with the new, a refreshed builder designed to give personalization a more fluid feel. The first drive of the upgraded tech will highlight the sole-swapping Nike Air Max 720/95 Heron Preston By You and allow a whole bunch of new customization options.
Launching with Heron Preston is a natural fit. The designer, a former Nike employee, has used his collaborative platform as a springboard for fresh conversation about the breadth of Nike design — sunglasses and a new footwear silhouette, to date. With the Nike Air Max 720/95 Heron Preston By You, Preston's historic love for the Air Max 95 (it was the first Air Max he owned) matches up with an excitement for the Air Max 720 that is bolstered by engaging in something Preston himself is personally hyped on: customization.
“NikeiD was a first-of-its-kind experience from a brand that allowed consumers to take their product and make it their own. Early on, I was able to put my own spin on an iconic classic, the AF1," says Preston. "Today, the capabilities are being pushed so far.”
With Nike by You's 3D builder, customization goes from a fixed state to dynamic experience. Zoom functionality also allows for close-up views of the product details. When an idea is completed, a unique, sharable snapshot of the finished shoe is quickly rendered.
"It is really exciting and for me to be at the start of this magic toolbox of putting things together and taking things apart," says Preston. "People are tired of seeing things that are so perfect. It’s almost a competition, who can deliver the most outrageous?"
The Nike Air Max 720/95 Heron Preston By You will be available on the builder from April 15 through April 22.