Fashion conscious adolescents of the world beware. The Internet experience has blossomed just in time for spring 2001 colors. With the introduction of NIKEiD, the raging slogan of the new millennium has been proclaimed Just-Do-It - yourself, that is.
If you abhor shoe shopping or never have been satisfied with the sneaker selection at your nearest Foot Locker, Nike has launched a new service that allows you to create your own athletic shoes online.
Orders are filled in three easy steps. Users begin by choosing a base color for the shoe. The next step is to choose primary and secondary accent colors. Users then ID their shoe with a personal statement of self-expression such as their name, team or nickname. After consulting the fit expert, which is the computerized method that helps customers determine their shoe size, orders are ready to be filled, and delivery takes about 2-3 weeks.
At the University, fans of the Web site proudly are strutting their original designs. First-year College student and self-proclaimed fashion fiend Maren Spaldo is ecstatic about her first pair of NIKEiDs that read "Wahoowa" on the heel.
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"It's a great way to make a statement because no one else has anything like it," she said. Getting to customize your shoe colors also makes coordinating your wardrobe that much easier.
Athletic teams also can participate in the TEAMiD program that not only offers customizable shoes but athletic equipment as well. Members can create unique team designs for bats, cleats, and balls that include their own personal ID as well as the chosen TEAMiD. The TEAMiD program, however, does not include a discount for the teams, and charges the same price for an individual order as a mass one.
For some University athletic teams, NIKEiD might be a better option than the assorted styles of shoes the current Reebok contract provides.
"Funding is always a big problem because [the track team] doesn't bring that much money into the school," first-year College student and track team member Julius Bradshaw said. "But having a uniform shoe would be a good way to build team pride and give each person their own symbol of themselves at the same time."
Bradshaw added that his personal iD would read "U.Va." on his left heel and his nickname "Ju-Ju" on the right heel.
The best part of Nike's shoe design service is that the cost of custom-made shoes is about the same as those that can be purchased in a store and is well under $100. Along with the regular retail price is a $10.00 custom design fee and shipping charge.
NIKE already is considering making other NIKEiD gear such as sport clothes and athletic equipment in customized colors that would match custom shoes. Another possibility is for users to post their shoe design on the Web site for other members to vote on and order for themselves.
With the popularity of made-to-order apparel skyrocketing, there is plenty of room in the business for competitors. In May 2000, Customatix.com popped up with a brand of their own, volunteering even more possibilities for shoes. Founded by four previous employees of Nike and Adidas, Customatix offers more than three trillion different combinations of logos, materials, colors and graphics. Along with athletic shoes, Customatix also customizes skating shoes and boots.
The materials Customatix offers include a variety of leathers and synthetics from full grain leather to light mesh. Amateur artists are ecstatic about the over 15 different logos and 75 different graphics to explore. With all these options and an abundance of colors to pick from, users average around 30 minutes on the Web site. Such a high customer retention rate is indicative that the immense popularity customizable apparel is beginning to pick up.
"Customers become somewhat emotionally attached to their design," Customatix CEO David Ward said. We get to develop a bond with them through their creation. It's a passion for us. We're shoe freaks. And it shows in our Web site."
Customatix.com prices begin at roughly $75 and take about 14 days to complete. Shipping and handling is free of charge.
Ward hopes that profits will begin to pick up once people become more comfortable with the customizing process.
"Though it's just in the early stages, the idea of customizing products is the wave of the future. There's no question that there's enough room for everyone in this business," Ward said.
But business or no business, avid University sports fans look at customizing shoes as another way to show "Hoo's" at the top, so to speak.
"It's hot - putting an ID on your sneaker not only personalizes it, but it's also the last thing your defender sees after you take him to the hole," first-year College student and basketball fanatic Benjamin Carthew explained. "Now he's gonna remember who broke his ankles - then respect the game and the name"
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