Nike, Critical Mass Team for Personalization

Nike Inc., one of the
traditional companies that’s been the most innovative in marketing online,
on Tuesday tapped Critical Mass
to help it personalize and customize the Nike iD section of its Web site.

Nike iD, like Procter & Gamble‘s (which Critical Mass also
helped develop), is an experiment in the hottest new marketing technique —
mass personalization. The idea is that consumers can design their own
products to fit their needs.

Nike iD, for example, lets users experiment with hundreds of possible color
combinations for their shoes, and also lets them add personal
identification marks on their shoes. The companies plan to expand the
customization possibilities as the technology to allow that is developed.

“Nike’s roots are in working one-on-one with athletes, learning what they
need and building them the best possible shoes,” says Mark Allen, general
manager, Nike iD, referring to Nike’s early days, when they toured the
country bringing shoes directly to their customers.

“Critical Mass’s skills in personalizing the Internet experience will help
us revive and revitalize that concept by strategically integrating our
design and performance expertise with the power of the Web.”

Critical Mass has also worked with clients such as Mercedes-Benz USA,
Smirnoff Vodka and Forenings-Sparbanken, one of Sweden’s largest financial

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