In the Internet age, we tend to see things and want them right away. Nike is looking to accommodate by unveiling a new retail experience in New York City that allows customers to design custom sneakers and then obtain them just an hour-and-a-half later. This is in turn taking place at the Nike By You Studio at 45 Grand Street.

Dubbed the Makers’ Experience, the process is via an invite-only basis (for now), as lucky persons are then allowed to wear a blank slip-on version of the Swoosh's Presto X, which was created exclusively for this event. Following, guests select graphic options “generated from either Nike heritage or on-the-spot phrases,” according to Nike, “which can then be customized into patterns through shifts to size and color.”

“For example, one could start by using a birthday or anniversary," Nike added. "From that typographical input, patterns are then created and scaled to taste. Color choice and gradation are nearly infinite, too. And that’s just the tip of the customization iceberg.”

Designs then appear directly on-foot thanks to augmented reality, object tracking and projection systems. When the customer decides on a final look, the sneaker is produced on-site and is, again, available 90 minutes later.

Nike's NIKEiD platform has allowed patrons to customize shoes online for more than a decade, but this new on-site experience could be the future of retail.

“The intention of the project is to bring to life the collaborative design experience that we offer our athletes,” stated Nike’s VP of innovation special projects. “They love products that tell their story, so we wanted to combine that idea with a new process of live design and manufacturing that allows our guests to come into the space, work collaboratively with us and leave with a special product in less time than ever before.”

Again, for now, the Makers’ Experience is invite-only.

Subscribe to Highsnobiety’s sneaker chatbot on Facebook to receive lightning quick updates on release dates, sneaker street style, shopping tips and more.

What To Read Next

*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.

Disclaimer

Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.