Nike iD Store Review

Launched on the 1st November at Nike Town. The Nike iD store allows customers to design their own footwear.

In the iD Bar, on the first floor, you’ll be able to try out Nike iD with assistance from a Design Consultant (DC’s), buy Nike iD Exclusives (product that has already been iD’d) and book appointments for the Nike iD Studio on the second floor.

The iD Studio, a private space manned by the Q and her team, hosts four PC stations each manned by a DC whom will facilitate their customers designs, drawing on their passions and creativity in a 45 minute personal consultation.

Once consumers have created their designs in the studio they can be stored in an online ‘locker’ and shared with others online. After ordering, the shoes are individually made and delivered to them, either via the Nike Town store or direct to their homes.

The Nike iD business has more than tripled since 2004 with more than 3 million unique visitors going to www.NikeiD.com every month. As many retailers continue to take their in-store offering online, Nike has seized the opportunity to bring this unique online design experience to the heart of its store and the heart of London’s busiest shopping district. 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.

Pilot Nike iD spaces have previously opened in Paris, France and Osaka, Japan and the Nike iD London studio follows a similar studio that opened at Nike Town New York in early October.

Consumers are recommended to call the Nike iD concierge service (020 7612 0990) or log onto www.nikeid.com/londonstudio to make an appointment for the second floor studio, but walk-in design sessions can be accommodated on the first floor based upon availability each day.

Each session is scheduled for up to one hour and a Design Consultant will work with consumers throughout each session.