NIKEiD
This is old news, been around since 2008 but it's worth revisiting.
The immensely clever people at R/GA created an integrated digital campaign for the NIKEiD project. It allows people to customise their footwear online or at specific Niketown stores and even schedule an appointment in-store with a design consultant to help create their ultimate trainers.
As they say:
"The NIKEiD Studios, with help from R/GA, are showing how digitally enabled engagements can enrich the retail experience."
http://www.rga.com/work/nikeid-studio — video
http://nikeid.nike.com/nikeid/index.jsp
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