This personal ordering system for sneakers uses the Internet
to take advantage of an order placement system and a sample
production line. Nike has integrated a customized production
system flow with direct shopping by the user in order to link
this customizing business with the high brand value cultivated
by the manufacturer. This special relationship with the supplier,
which was previously available only to famous athletes, is being
expanded to give everyone the opportunity to experience wearing
shoes made exclusively for them. The system was rated positively
for its lean fusion of a highly finished business model with
integration achieved through design.
