Design your own Nike sneakers
Starting Monday, a new division called NIKEiD will let buyers customize two shoe models on Nike's Internet Web site (http://www.nike.com), the footwear and apparel giant said.
For $10 above the retail price, NIKEiD customers can choose the colors on either the Air Turbulence running shoe or the Air Famished cross trainer and emblazon them with a name or slogan of up to eight characters.
The customer will view the personalized shoe on the screen and watch it change with each selection.
"NIKEiD brings us back to our roots when we designed and sold shoes one by one, out of the trunk of my old Plymouth," said Nike Chairman and CEO Phil Knight.
At first, NIKEiD will be available only in the United States, with a maximum of 400 orders per day.
The company sees 400 as a modest daily goal and expects to expand its offerings to include other shoes and possibly apparel down the road.
"I think we're going to be pushing against 400 pair per day," said Mark Allen, NIKEiD general manager.
Not in retail stores
Nike's retail outlets and distributors will not sell the customized sneakers, but Knight said he believes their sales will ultimately grow as a result of Nike's online efforts.
He noted that Nike sells about 200 million pairs of shoes in "a good year."
Knight declined to discuss potential profit margins for NIKEiD other than to say it will not make money at first.
"Obviously, like all things Internet you start out losing money, and I'm sure we'll be able to meet that goal," Knight quipped.
Knight founded Nike in 1972, initially making running shoes with soles formed by placing rubber in a waffle iron.
The company eventually became a marketing giant and lured star athletes such as Jordan to promote its footwear.
"We have now come full circle, using our design and performance expertise combined with Internet technology to offer customized products," Knight said.
Beaverton, Ore.-based Nike now makes apparel and footwear for nearly every sport.