Nike Opens New NIKEiD Studio in New York
October 04, 2007
BEAVERTON, Ore. (4 October, 2007) – Nike today announced the opening of its first NIKEiD Studio at Niketown in New York City, giving consumers a more hands-on design experience and the power to design and create footwear, apparel and equipment for themselves, for their friends, and even to be purchased by others around the world.
The NIKEiD Studio is a consumer destination for designing, personalizing and customizing Nike performance and sport culture footwear, apparel and equipment, and marks the beginning of a design community, both virtual and hands-on, for consumers to share ideas, concepts and a passion for NIKEiD.
Pilot NIKEiD Studios have opened in Paris, France and Osaka, Japan with New York being the first comprehensive space which will be followed by Niketown London in November.
The Niketown New York location also features a unique touch screen in the front window of the store where consumers will be able to design on the street before an audience. People will be able to email their designs from the touch screen to their friends, to their home computer or even purchase the design inside at Niketown. The screen will display a rotation of shoe designs from around the world that have been made by consumers at www.NIKEiD.com within the past hour. Each shoe posted will have the designer’s name, the name of the creation, their country of origin, and the time it was designed.
This new permanent installation on the fifth floor of Niketown puts the consumer in control of the design process and extends the NIKEiD experience beyond the computer screen where it has lived at www.NIKEiD.com almost exclusively 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.” The NIKEiD business has more than tripled since 2004 with more than 3 million unique visitors going to www.NIKEiD.com every month. Now consumers can walk into a design studio environment and with the guidance of a Nike Design Consultant create a near-endless array of customized products from 105 key styles and a handful of items that are exclusive to the NIKEiD Studio, such as the Dunk, Dunk High, the women’s Dunk, the Air Max 90, the Air Max BW and the Air Force 25 low.
Consumers are greeted by a personal Design Consultant, their navigator through the world of design, at the beginning of each 45 minute session. The Design Consultant assumes the role of personal advisor, sounding board and confidante all rolled into one. He or she will help the consumer tap into their design potential. Once complete, designs can be purchased at Niketown and delivery scheduled.
Ninety percent of consumers receive the products they designed within two weeks of placing their order. Each Design Consultant will have their own profile page online that includes a locker with their favorite designs and those that they have selected from consumers. Each of these designs will be available for purchase at www.NIKEiD.com. They will also be included in a bloggable widget that can be easily shared online.
A select few designs from consumers will be chosen throughout the year to be produced in limited edition quantities and sold at Niketown. Those consumer designers will be recognized for their creations.
Consumers are recommended to call the NIKEiD concierge service (212-891-6454) for an appointment but walk-up design sessions can be accommodated based upon availability each day. Each session is scheduled for 45 minutes and a Design Consultant will work with consumers throughout each session.
About Nike NIKE, Inc. based near Beaverton, Oregon, is the world's leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities. Wholly owned Nike subsidiaries include Converse Inc., which designs, markets and distributes athletic footwear, apparel and accessories; Cole Haan Holdings Incorporated, which designs, markets and distributes luxury shoes, handbags, accessories and coats; NIKE Bauer Hockey Corp., a leading designer and distributor of hockey equipment; Hurley International LLC, which designs, markets and distributes action sports and youth lifestyle footwear, apparel and accessories; and Exeter Brands Group LLC, which designs and markets athletic footwear and apparel for the value retail channel.