We know that everyone wants their Air Max to match their outfit. But we also know that designing your own custom sneakers from a blank canvas for the first time can be intimidating.

So we demonstrated, simplified and personalized the customization process for participants by generating custom sneakers for each of them on the fly.

We created interactive installations that generated personalized NIKEiD Air Max based on the colours that a passerby was wearing. And then we printed out a photo of their design with a link to their custom design in NIKEiD.

So while most fashion ads tell passersby to update their style, in this case, passersby made the ad change its style.

Users were attracted to the installation by a looping video that invited them to step up to the screen to make an Air Max that matched their outfit.

A Kinect camera then scanned the participant’s outfit, and a bespoke algorithm surfaced a custom NIKEiD Air Max inspired by the consumer’s style.

A high-speed printer then printed a share-worthy photograph of their sneaker design with a short link directly to their design on Nike.com.

The NIKEiD Air Max installations were set up in youth culture areas, malls and Nike stores in Moscow, Warsaw, Prague, Athens, Istanbul and Abou Dhabi, and it featured in Istanbul fashion week.

In 10 days, the application/installations generated more than 10,000 custom sneakers. Tens of thousands more watched their friends use the installations and saw the photos of the sneakers that their friends shared online.

Street culture media (e.g. Complex Magazine) and sneakerhead influencers (e.g. King of Sneakers) also amplified the installation’s reach.

16% of people who used the installation followed the link on their print out to Nike.com.

And sales on NIKEiD went up 83% compared to the week before the installations went live.