Through the robust NIKEiD platform, Niketown stores around the globe invite guests to customize and design Nike products. Touchscreens on the façade of Niketown entice people to design their one-of-a-kind kicks Inside, customers can schedule an appointment with a design consultant to create their dream pair. The NIKEiD Studios, with help from R/GA, are showing how digitally enabled engagements can enrich the retail experience.
"When Nike introduced the Nike+ FuelBand in 2012, it had to show what it means to earn NikeFuel points. Rather than try to explain the product, Nike partnered with Selfridges in London to create the Nike House of Innovation, a playground of sorts that let people experience the product in person. Nike also took a “Just Do It” approach to demonstrate how Nike Flyknit Lunar2 shoes are made. R/GA Buenos Aires helped create a special treadmill connected to a loom. The so-called Knitting Machine was activated when people started running and knitted lanyards for race medals in a fashion similar to how the shoes themselves are made."- R/GA, Connected Spaces