Nike, the world's leading sportswear company, has a heritage of one-to-one service. In the company's early years, Bill Bowerman and his team toured the US in a bus, bringing footwear solutions directly to athletes. Through NIKE iD, Nike restores the tradition of product personalizaton that made Nike a household name. Critical Mass helped Nike develop and deploy this e-commerce initiative that puts personalization at the forefront. The centerpiece is the iD configurator, which lets visitors customize their Nike gear by choosing from hundreds of possible color combinations and adding 3 to 16 character personal iDs. Products change in real time with each design decision a user makes. Another tool, the Fit Consultant, extends NIKE iD's commitment to personalization by recommending shoe sizes based on user input. The site is being built largely on visitor feedback - a clear reflection of NIKE iD's responsiveness to the needs of its customers. NIKE iD is all about individual style, personal fit and self-expression. So we designed a site that puts the user in control. NIKE iD let you customize Nike products to reflect your style, spread the news about Nike iD to friends, and have a say in the site's future offerings. Geared toward adolescents and young adults - for whom self-expression is paramount - the copy and graphics are infused with urban attitude, and the site is rich in features that develop and expand the personalization theme. The success of the site has prompted Nike to embrace personalization as a core marketing strategy in moving forward.