The number one sports shoe brand in the world, Nike, is set to revolutionize the customer experience with its new customization service, the Nike Makers Experience. Nike has always been at the forefront of innovation in custom sneakers, a commitment that has been instrumental in the company’s success for over four decades.
Back in 1999, Nike introduced its NikeID service, allowing customers to personalize their sneakers. At the time, it took less than eight weeks to receive your custom-designed shoes. However, with the Nike Makers Experience, customers can now design their own sneakers in less than 90 minutes, a significant improvement in speed.
The Nike Makers Experience is based on the Nike Presto, a popular model known for its comfort and stability. Developed in collaboration with W+K Lodge, a company specializing in virtual reality and artificial intelligence experiences, this innovative technology promises a fast, fun, interactive, and unique creation process.
Customers begin by selecting the design, size, and color of the shoe. They can choose between a slip-on or laced version and have a range of graphic patterns and colors to choose from. Nike intentionally limits the options to push customers’ creativity to its limits.
Once the design is chosen, customers enter the Live Design Area, an actual creation studio, where the sales representative questions them about their preferences. Using 3D mapping technology, the customer’s choices are projected in real-time onto the pristine white sneaker. The goal is to eventually replace the sales representative with an automated experience utilizing voice recognition technology.
To maintain a sense of exclusivity, the Nike Makers Experience is accessible by invitation only. Customers must sign up on the Nike+ app to receive an invitation, adding to the unique and special nature of the service. Nike aims to reinforce the idea that access to this service, previously reserved for professional athletes, is earned.
By perpetuating its mythology centered around themes like victory and self-improvement, Nike promises to elevate both the physical and spiritual selves of those who experience the Nike Makers Experience.
Customers can expect to leave with an exclusive model that offers unparalleled comfort and stability – the Nike Presto X. Additionally, they will have a unique product that is a result of their own imagination.
Mark Smith, Vice President of Innovations and Special Projects, humorously notes that with the augmented reality technology utilized in the Nike Makers Experience, the time spent imagining the product becomes more time-consuming than actually creating it.
Currently, the Nike Makers Experience is only available at the Nike By You Studio @ 45 Grand in New York. However, Mark Smith hopes to expand this groundbreaking service to all Nike stores in the future.
Useful links:
– Nike Official Website
– NikeID Customization Service
