WELCOME INSiDE put consumers at the centre of the campaign. Customers creating their own design became part of the advertising almost immediately.Their photo, shoe and an inspiration line written by them appeared on dynamically created ads featuring graphical elements from the customer’s own shoe design, making each ad unique. These one-off pieces appeared in near-real-time on giant video walls in NikeTown, on the NIKEiD website and on 2-square-metre video cubes around London’s streets. The video cubes released fast-track NIKEiD studio appointments via Bluetooth and broadcast the dynamically created ads to a wider audience. Online, the campaign site featured a continuous, live-camera feed into the store, enabling customers to see the design process at any point during opening hours.

NIKEiD London Studio is fully booked, with no appointments available for two months and the campaign has received cut-through and coverage across a range of online sneaker and designer communities.