Off The Shelf Off The Table

from Reuters: Nike has a message for shoppers looking for the hottest shoe design: Just do it — yourself.
The world’s largest athletic shoemaker has relaunched a web site where shoppers design their own shoes, choosing everything from the color of the famous Nike swoosh to personalizing the tongue with a word or phrase.
The bid to target shoppers who want to stand out marks part of a growing trend toward customization in retail that analysts see as a way for companies to charge a premium for self-styled products.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.