NikeID is part of a new wave of customization where the customer is in charge of what they chose to buy. While customization is not a brand new idea, it is still new for the public as a whole. Before NikeID only people with a high status could customize their clothes. The real question here is whether it actually makes money for the companies or if it is more of an advertising scheme. A customer could go into the store in New York with the intention to design their own show and upon realizing that it might be a month before they receive the shoe, they might take a look around the store to decide if there is something else that they like better.
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