Nike was opening a premium NIKEiD design studio in London. Its plan: to let sneaker heads get closer to Nike by customising their own shoes in free one-on-one appointments with NIKEiD Design Consultants - a VIP experience ordinarily reserved for sporting royalty and the world famous.

Our aim was to get cool young Londoners in on the game and be aware that this VIP experience is open to all, and at the same time keep NIKEiD positioned as a cool powerful vehicle for self-expression.The WELCOME INSiDE digital campaign broke down the barriers between brand and consumer, enabling consumers to engage with Nike in a way ordinarily only open to their sporting idols.

WELCOME INSiDE made the consumers the stars of the campaign. Customers customising their own design immediately became part of the advertising. Their photo, shoe and line written by them appeared on a kaleidoscopic background on giant video walls in NikeTown London and on large Bluetooth-enabled video street cube installations around London hotspots. Each kaleidoscope was dynamically created using components from the customer’s actual shoe design, making every ad unique.

A reservation website offered a window into the NIKEiD studio via a continuous live-camera feed.

Pre-launch, iPod nanos containing video invites to NIKEiD London Studio went to 50 influential Londoners.