Nike started a program on Nike.com that allows users to build their shoes from the ground up. You decide what goes on your shoe. From the laces to the type of leather to the color. Everything is chosen by the buyer. By doing this Nike is allowing the customer to create a shoe without having to go from store to store looking for the type of shoe that you want. Nike ID is self explanatory, you can log on to Nike.com and it will show you how to step by step create the shoe that you want. This service isn't limited to just shoes, Nike also allows customers to create their own football cleats or soccer boots. Below is just a fun video showing the marketing technique that Nike Japan used to show the Japanese market the many different options you can have when using Nike ID.
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