User Generated Content

Nike shoe customising campaign:

• In 2012, Nike launched a service which enabled users to create their own personalised versions of their favourite or preferred clothing items.
•  There is an available 31 parts to be customised, allowing for a variation of 80-90 designs. 
• The campaign is focused more on footwear, creating branches for different sporting areas such as football, basketball etc. 
• The NikeID phone app was released not long after, allowing people to search and purchase customised products from the NikeID community.
•  Also consumers were able to photograph a shoe to send it to Nike, having them analyse it for re-designing, with ability to purchase. 
• The cost of customising for a consumer was obviously higher than a normal shoe purchase at around $170. 
• Nike targeted and reached a profit of $5 billion by the end of 2015. 
• Social media platforms were created allowing sharing and posting, encouraging regular visits to the main website.