NIKEiD Website and Studio Provide a Premium Individual Design Experience to Consumers across China.

Starting from today, Chinese consumers are now able to participate in the design process of Nike products either via NIKEiD.com.cn website or through a visit to the NIKEiD Studio at NIKE Shanghai store. NIKEiD provides Chinese consumers with a unique design experience previously unavailable in China.

NIKEiD.com first launched in 1999 and provides consumers the ability to custom-design footwear, equipment and apparel online. With the launch of NIKEiD.com.cn, Chinese consumers can now join consumers in the United States, Japan, throughout Europe and China in personalizing footwear, apparel and equipment through custom selections of colors, patterns, personal messages and materials.

Through NIKEiD.com.cn, color patterns, personal messages and materials can all be customized with a selection of more than 60 varieties of footwear, bags and apparel per consumer requests. After these designs are created on NIKEiD.com.cn, consumers can store images of their custom footwear and apparel in an online ‘locker’ which can be shared with others. After ordering, the product will be manufactured and delivered to the customer at home within 3-4 weeks with no additional cost for shipping.

Putting the customers in control of the design process allows for them to gain deeper ownership of their footwear, apparel and equipment. “We find that nowadays, the younger generation of Chinese consumers doesn’t just want to buy products, but they want to be able to use those products as a platform for self-expression.” says Carol Chen, Marketing Director for Nike China. “NIKEiD allows Chinese consumers to craft their ideal products and to bring their own ideas to the design process.”
In addition to the online experience, Nike is bringing to the Chinese consumer the opportunity to join in the design process in a premium retail environment. As many retailers continue to take their in-store offerings online, Nike has seized the opportunity to bring this unique online design experience in-store at the heart of Shanghai’s most famous shopping street. This puts the consumer in control of the design process and extends the NIKEiD experience beyond the computer screen where it has lived since its inception in 1999.

Located in the lower level of the just opened NikeShanghai store, the NIKEiD Studio is an appointment-only private space allowing consumers to design their products in luxurious surroundings with hands-on help from specially trained Design Consultants. Each of the Nike Design Consultants has been specially trained to aid the consumers in order to bring the design experience to life. The Design Consultants show consumers what is possible within the realm of NIKEiD design, provide recommendations and allow for a premium design experience. In addition to the products available for customization online, there are 6 exclusive products available only at the NIKEiD Studio: the Air Classic BW, Air Force 25 Premium Low, Air Max 90 EX VII, Cortez, Nike Dunk High Premium and the Nike Dunk Low Premium.

The ground floor of Nike Shanghai houses the NIKEiD Bar, a walk-in space where consumers can freely experiment with custom shoe designs and experience the NIKEiD concept. They can also book appointments for the NIKEiD Studio on the lower floor of NikeShanghai.

Consumers are recommended to use the booking hotline (+8621-63526616) to schedule an appointment with a Design Consultant at the NIKEiD Studio. Walk-in design sessions can be accommodated on the ground floor based upon daily availability. Each session is scheduled for 45 minutes and a Design Consultant will work with consumers throughout each session in the NIKEiD Studio.

NIKEiD Studio will open in NikeBeijing in the next 2 months, and will gradually roll out to other cities in China.