Nike PhotoID : Trainers Literally From The Streets
Nike has unfathomably managed to maintain its ’street’ image, despite being a Fortune 500 company with revenue in excess of £8 billion in 2007. Now that’s gangsta.
This latest method of shoe customisation from them no longer requires your sister’s highlighters, but photos from the real world.
Taking one step further from the “get your name on your shoes” concept of NikeID, this time foot fun ensues as any photo sent from your camera phone is turned into a unique colourway. These colours are then placed digitally onto an image of a pair of Nike Dunk trainers, and the image sent to your phone.
What now? You buy them of course! You can pop and lock down to Niketown or purchase them online. Or you can keep the image as a fly-ass wallpaper for your mobes.
Hold up a minute… As the promo vid shows (with nice N95 product placement), the unique colourway is essentially two prominent colours distilled from the image sent by MMS. Two colours. Arguably a lot less freedom than offered by the original Nike ID site from many moons ago (just peep my suede blue and orange lo-tops as proof of that!). However, that didn’t have the cool hip tie-in of mobile phones, did it?
You can just see the suited execs from AKQA (responsible for this new campaign) wracking their brains of how to ’synergize’ the youth markets of trainers and phones. Self described as “a watershed moment in mobile campaign activity,” you can text yourself a shoe in one of nine European countries from today.
Word.
Source: The Guardian
Tags: n95
