May 17, 2005

Designing Shoes at the Nike iD Store

POST #    1708

Anybody that knows me knows that I love me some sneakers, so when the opportunity to visit the secretive and exclusive Nike iD store Design Lab in SoHo came about, I was naturally pretty excited. Or should I say very excited. I was going to get the chance to design my own shoe at a store that is by invite only. And by design, I mean pick one of 7 shoes and choose among various colors for each item on the shoes.

Designing your shoe at the store is exactly like the one on the Nike iD website, but there are colors at the store that are not available online. The sneakers available to design in the store change every now and then but Friday's selections included the Nike Free, Air Presto, FC Futebol, Air Rift, Air 180, Dunk Low, and the Waffle Racer. The Waffle is a shoe that is only available for "individual design" at the Nike iD store. Since the whole store is about exclusivity, I had to go with the Waffle.

After a few clicks of the mouse and some discussion with the design consultant, I came up with a Waffle that is granite, black, and clementine. Clementine is one of the colors that was only available at the store (others I remember included ice, a pink, and hyacinth) and I was warned that the orange of clementine really popped. Perfect.

If you don't know what size Nike you might have to go with, don't worry. At the store, they have each shoe in every size they make of it in a grey sample shoe that look so good by themselves that you want to design your own pair. Unfortunately, they don't have the options to design your grey on grey shoes.

This is going to sound quite cheezy, but the store is really more than a store (since you don't walk out with a pair of sneakers). It's an experience and clearly a brand building piece. It seems like every element was designed down to a tee. The wallpaper has sneakers in the design (no, it's not for sale...yet) as do the coasters and the cocktail napkins. Coasters and cocktail napkins, you ask? People walk around offering hors devours and drinks. While some might be put off by a store like this, they have to realize the store isn't meant for them. Sneakerheads know that there are shoes that are only released in limited numbers and Nike is doing the same thing with the store because it is by appointment only as the bouncer will tell you.

Supposedly, there is a lottery for an appointment to the store that started sometime Sunday on Nike's site, but I didn't find any info. To say I enjoyed myself would be a mild understatement. I hope I have the chance to go back again.

Posted by tien mao in NYC, Sports at 7:55 AM

 

 

lucky boy.
*jealous!*
no pic of the new sneaks?

Posted by: yp at May 17, 2005 8:53 AM

You should have gotten those in February so that you matched The Gates.

Posted by: corie at May 17, 2005 9:34 AM

once the sneakers come, there will obviously be a picture.

Posted by: tien [TypeKey Profile Page] at May 17, 2005 11:26 AM

I have Nike Ids and they are awesome, but a bit uncomfortable.

Posted by: Heather at May 17, 2005 3:53 PM

hmm, i guess it depends on which shoes you have. and maybe that whole line would be uncomfortable for your feet.

Posted by: tien [TypeKey Profile Page] at May 18, 2005 10:00 AM

Oh man! I need to figure out the appointment situation, that's fucking hot.

Posted by: Keith at May 18, 2005 5:30 PM

How can it be a "brand-building piece" if it doesn't let people in? A-holes.

Posted by: Adam [TypeKey Profile Page] at May 19, 2005 4:34 PM

I hear there is a new place on Mulberry that will let you make your own sandwich. No, really, you walk in and (no bouncer) you ask the deli guy for what ever you want, it could be turkey or ham or meat, then add and customize by adding t hings like cheese and onions and you can even pick your own bread. The great thing is is that you don't have to wait too long for it, it come right up! Check it out, it's called a deli. Now as for shoes from Nike, they vary alot from shoe to shoe and I see on the site that they offer sizes in sm xsm m l xl.
So do you think the machine is in the basement making them or is it a group of exploited asain kids working 18 hours a day making them? Hey, a job's a job, no diss there. It would be funny if they were in the basement making them below the store! Ha ha.

Posted by: john demler at June 1, 2005 2:32 PM

tien, how can Nike ids be great if they are unconfortable?

Posted by: mai9 at June 2, 2005 1:14 PM

Tien, I just received my pair of Air Max 1's from the lab. I took advantage of the exclusives as well, black buffalo print, the premium brown Inca leather and coloured sticthing. The experience was a dream for any sneaker enthusiast. Your experience just brought back my memories of wonderment of the lab. Thanks.

Posted by: Sweets at May 28, 2006 8:20 PM

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