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29/04/2013 by

Nike Photo ID Lets You Customize Sneakers Using Instagram

The Nike Photo ID project allows you to customize your sneakers according to the colours of your favorite photos on your Instagram page.

Screen Shot 2013-04-26 at 5.12.11 PM

Nike fans can design their own shoes and other apparels for several years now at Nike ID. In addition to the well known website, Nike has recently launched a tool which syncs with a user’s Instagram account and is accessible at Nike is using the campaign to push the line of Nike Air Max sneakers.

Using a picture from an Instagram account, consumers can create custom background pictures that feature Nike’s shoes.

See how it works below:

So once you pick a photo from their Instagram account, you can choose one of three different shoes — the Nike Air Max 90 iD, Nike Air Max 95 iD or the Nike Air Max 1 iD – for your picture.

The tool then uses your Instagram photo to create a colour scheme for a shoe that matches the background colour.

Check some of my creations here:

The site is currently only available in the United States, France, Britain, Spain, Germany, China, Italy and Japan.

My opinion?
I really like the way how Nike leveraged Instagram with this concept, it goes beyond a photo competition or a Instagram influencer campaign.

The cool thing about the tool is that consumers can customize their own pair of sneakers, but they can also shop from their smart-phones, tablets and desktops.

Nike proves once again that they are able to create a real brand utility. And again: they’re helping, not hyping. And that fits perfectly in the trend fro the upcoming years: More and more brands are becoming publishers instead of just advertisers.

What about you?
What do you think about this concept? Have you tried the tool already? If so, please share the links to your creations below!

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About the author
Laurens Bianchi is an independent online marketing professional from the Netherlands and has been blogging on ViralBlog since 2008. Currently Laurens is also the Social Media Consultant for the Royal Dutch Football Association.


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