Nike iD: Online Campaign and Interactive Billboard

"I figure if you're gonna ID a shoe, they should be shiny..."
"It kinda has a dinosaur thing goin' on..."
Every shoe tells a story. Nike iD lets consumers custom-design footwear and gear starting with a blank canvas, or using a preconfigured design for inspiration. was the first and most intuitive customization site for sportswear. The online campaign recreated the easy design experience in banners and site takeovers. Users could start personalizing a Nike Dunk in a banner, then go to the website to complete their creation.

We made the big idea bigger by inviting people to customize a Nike shoe live, on the 23-story Reuters digital billboard, high above Times Square. Passers-by could use their cell phone keypad to design the shoe for all to see, and download a cell-phone wallpaper of their design.

Role: Concepting and copywriting (online campaign), scriptwriting (video)
Client: Nike
Agency: R/GA
  • Cannes Outdoor Lions: Bronze, Live Advertising
  • One Show Interactive: Bronze
  • Clio Internet Advertising: Bronze
  • International Andy Awards: Silver
  • Horizon Interactive Awards: Gold