Nike iD Studio is a groundbreaking service that allows customers to design their own footwear by choosing from thousands of unique combinations of shoe models, fabrics and colours.

After a successful launch of the service online, Nike have already opened several iD Studios around the world, in locations including Paris, New York and Tokyo. In Q4 2007, Nike iD opened a brand new store inside Nike Town London.

ODD were commissioned by Naked, Nike’s communications agency for the launch, to design and produce a set of direct mail invitations leading up to the launch. The brief was to put Nike iD high on the London agenda and make it an aspirational destination to experience.

The box was sent to 50 of London’s key celebrities, each one containing several pieces of inspirational communication. Firstly an iPod Nano, each containing a personalised video message from ‘Q’, the store concierge with an introduction to the iD, the store and its services and instructions as to how to book a free consultation. Then, an invitation to the launch party. Finally a set of 3 aluminium ‘cube keys’, each one crash numbered with 1 of 1000 unique codes. Each of these cube-keys could be given to a friend, who would then also be granted an exclusive priority consultation at the store.

ODD also designed and produced 3 large-scale street cubes that were placed in high-traffic locations around London over a 2-week period. They replaced traditional media and advertising and featured short films and animations of real customers and the shoes that they made. In addition the cube contained 12,000 further unique codes that were distributed in a Bluetooth lottery that took place every 5mins throughout the day and night, giving winners from the public a chance to book in for an appointment with a consultant at the Nike iD Studio.