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