When Olympic skiing champion Lindsey Vonn needs custom-fitted workout clothes or cross-training shoes, she contacts Under Armour, her longtime sponsor.The idea is to market a personalized approach akin to what the brands do for free for their celebrity athletes — a Vonn, a Stephen Curry or a LeBron James — who often are closely involved in the design of their gear.“It’s definitely a hot trend,” said Neil Saunders, Nike Internationalist Femme an analyst with the research firm GlobalData Retail. “What they Nike Air Max 2017 Damen want to move to is mass customization, where you have the same sorts of efficiencies of mass production but you allow people to personalize things.“That’s obviously a difficult balance,” said Saunders, adding that, for now, customization remains “fairly niche.”Under Armour, Nike and Adidas all Adidas ZX 750 Femme have their own online platforms allowing buyers to choose materials, colors or splashy patterns to give their athletic shoes an individualized look. For Nike, it’s NIKEiD; for Adidas, it’s miadidas.Under Armour’s UA Icon allows users to customize some of the signature sneaker models of Curry, the NBA star — including adding their own uploaded pictures.“What you see is people would take the most iconic shoe and be Nike Air Max 90 Femme the most creative with them,” said James Carnes, Adidas vice Nike Air Huarache Womens president of strategy creation.
The German brand’s most customized Nike Air VaporMax Femme shoe is the Stan Smith, a popular line named for an American tennis champion Nike Air Max 90 Hombre successful in the 1970s, Carnes said.“I’ve got a 3D body scan,” Vonn said, “so whenever we need to make something custom, like a new turtleneck, they can get that going.”Most of the rest of us have not submitted to 3D modeling, in which sensors take intricate measurements that allow clothes to be made that drape just right. But Baltimore-based Under Armour — like rival sports brands Nike and Adidas — is banking on a growing consumer appetite for shoes and apparel that look or feel as customized as a built-in cabinet.“We see Nike Air Max 97 Donne customization and personalization as the new expectation from consumers, really,” said Dave Dombrow, Nike Air Presto Mujer Under Armour’s chief designer. “It’s a very important topic to Nike Free 5.0 Femme us.”Adidas is using market research to tailor a line of themed shoes for Nike Air Presto Donne six cities around the world. The design of the London shoe, which debuted in Nike Air Zoom Spiridon Femme October for about $259, was influenced by customers who run to work. The running shoe is primarily gray — a nod, the company says, to “the streets of London.”
A Paris shoe has since been released, with models for Los Angeles, New York, Tokyo and Shanghai due out in 2018.At Nike’s SoHo store in New York City, the company says customers can spend about 45 minutes choosing material, colors, lettering and numbers, and emerge with a sports jersey “completely tailored to you.”Oregon-based Nike also recently opened a New York studio where shoppers meet with a consultant to design patterns for a shoe that then can be produced Nike Air VaporMax Mujer for them Nike Air Max Vision Donne in less than an hour.While Nike and other companies Nike Air Max Vision Womens have long offered customers the ability to customize shoes online and have Nike Roshe Run Womens them shipped, producing the shoes on site that customers design distinguishes the Nike Air Max Thea Femme studio.The studio is open to members of Nike Plus, a loyalty club, who register in advance, a Nike spokesman said.Receiving customized shoes online — from a variety of companies — typically takes weeks.
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