138 innovations

Nikes' PhotoiD

Nike fans will be able to create their own trainers based oncolourful pictures they take on a camera phone in an innovativepan-European mobile marketing campaign by the sportswear giant.

Thenew service, called Nike PhotoiD, aims to tap into the habits of thedigital generation and the "growing expectations of consumers tocustomise their lives".

Nike fans across Europe will be able to take pictures of brightlycoloured subjects, such as street graffiti or clothing, and send amultimedia message to the service. In return, they will get a pictureof a shoe customised to the main two colours in the shot.

Source: guardian.co.ukAdded: 19 June 2008