CRITICAL MASS PERSONALIZES NIKE'S iD
By Adnews Staff
Nike Inc. of Beaverton, Oregon turned to the Calgary-based Internet services firm Critical Mass to "enhance" the interactive portion of its nike.com Web site called Nike iD. Nike iD allows consumers to design their own pair of Nikes by choosing from hundreds of color combinations and adding personal iD's to the shoes. Consumers are then given the option of viewing the custom designed results in real time from any angle. Nike chose the Internet firm based on referrals from existing clients. Critical Mass used its experience in personalized online marketing and e-commerce to provide strategic consulting, relationship marketing, Web design and application development services. Additional products are expected to be added to the light selection of Nike shoes currently available at Nike iD. Nike Inc. joins the client roster of Critical Mass which also includes Mercedes-Benz USA, Procter & Gamble and Smirnoff Vodka.