Why Nike's latest rebrand oozes flexibility

Nike By You branding assets

Sportswear company Nike has shaken up its customisation service with the launch of Nike By You. Taking over from where NIKEiD left off, the recently unveiled Nike By You is an overhaul of the service that gives shoppers the opportunity to inject their design thinking into their wardrobe and create bespoke Nike shoes.

Set up back in 2000, NIKEiD was the first sportswear customisation offering of its kind. But with technology making bespoke products more accessible, Nike decided it was time to reposition its co-creation tool as a service rather than just another product.

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Dom Carter

Dom Carter is a freelance writer who specialises in art and design. Formerly a staff writer for Creative Bloq, his work has also appeared on Creative Boom and in the pages of ImagineFX, Computer Arts, 3D World, and .net. He has been a D&AD New Blood judge, and has a particular interest in picture books.