For millennials, going to the store to buy sneakers are as primitive as calling someone on the phone for a chat. Sporting sneakers that everyone else has is also now considered more taboo than getting a tribal tattoo. The Digital Age has consumed us and so has the quest for individuality; the kids are shopping for shoes at home and are willing to sell a kidney for those limited edition kicks. But Nike — being Nike — wants to revolutionise the world of customisation while bringing the kids back into the stores again with the Maker’s Experience. You’ll now be able to bring home a pair of personalised sneakers in less than 90 minutes.
“But there’s NikeID,” you argue. The only downside is you’ll have to wait weeks before showing off your new kicks. Nike’s cool new toy uses augmented reality, object tracking and projection systems to bring designs to life on the blank canvas you’re invited to wear — now limited to the Presto silhouette. You’ll then be able to choose from a set of four different graphic packs, or input your own phrases. Colour choice and gradation are nearly infinite too. Come back a little more than an hour later, and your new kicks are ready for their new home.
Held at the By You Studio in New York City, the immersive experience is surely a glimpse into the future of retail. “The intention of the project is to bring to life the collaborative design experience that we offer our athletes,” says Mark Smith, Vice President of innovation special projects. Finally, an experience less physically-gifted folk like us get to indulge in too.
Unfortunately, the Nike Maker’s Experience will initially be limited to select Nike+ members and friends and family of the brand, though it’s only a matter of time before Nike and technology firm W+K Lodge re-collaborate for a wider audience and with more shoe styles. Your one-of-a-kind sneakers might finally be a reality.
(All images: Nike)