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Critical Mass Wins With Nike

[Calgary, CANADA] - Nike, Inc. has selected Critical Mass for strategy, creative and development of a personalized online marketing and e-commerce initiative.

Critical Mass, based in Calgary, Alberta, with offices in Chicago, New York and Stockholm, Sweden, has been appointed by Nike to enhance NIKE iD, an interactive area of nike.com where consumers can customize and purchase athletic shoes. Critical Mass will personalize the sites marketing and e-commerce to increase the interactivity of NIKE iD.

NIKE iD is to evolve to provide more footwear solutions and customization options. Services provided to Nike by Critical Mass will range from strategic consulting and relationship marketing to Web design and application development. An example is the NIKE iD shoe configurator, a tool that lets visitors design their own shoes. As they experiment with color combinations, they can see the results of their selections in real time from any angle. The NIKE iD configurator also lets users add personal iDs to their shoes.

Critical Mass has developed sites for Mercedes-Benz USA, Procter & Gamble, Smirnoff Vodka and Forenings-Sparbanken, one of Sweden's largest financial institutions.

Critical Mass is a partner with RappDigital as a result of a 50 percent equity investment by Omnicom Group Inc.