RESEARCH - NIKEID

With people in consumer society forever wanting to be individual and unique it's difficult for brands to give their customers something that will make them feel that way. The word brand itself implies that something is permanently marked and it's unchangeable so when we buy a branded product we'll be getting the same branded product as every other consumer.

NIKE have tackled this with their NIKEID brand. It's a sub brand to the overall NIKE brand that allows customers to go online or to their stores and customise their shoes. I've tried this myself on the NIKEstore website. http://www.nike.com/gb/en_gb/

So you can see that you can customise pretty much every part of the shoe besides the sole and tread of it. You can even remove the NIKE name and SWOOSH from the shoe entirely in some cases.