Nike iD transcends advertising, offering customers a brand experience that puts them in control. At Nike.iD.com, the hub of the experience, guests are invited to custom-design, personalize and ultimately purchase footwear and gear. We redesigned NikeiD.com into a premium, e-commerce experience that unites the Nike iD brand globally. The streamlined design process is clean and intuitive, organizing various steps and hundreds of color choices into a simple four-component sequence. The online campaign created awareness and drove traffic to NikeiD.com. To demonstrate the Nike iD experience to a broad consumer base, we created a Flash banner campaign that ran across sites like Gawker, Alloy, iFilm and MTV. Users were given the option to roll over various color stages to view the colors of the shoe and background colors of the ad itself. The campaign took form through online banners, IM Expressions and blogs. The TV and print campaigns showed vignettes of self-expression to create awareness and route traffic to NikeiD.com. Outside the online realm, six international Nike iD Studios opened their doors to guests who could consult with staff to create their perfect Nike iD self expression. The campaign culminated in the world's first cellphone-controlled, commerce-enabled interactive experience: passers-by in Times Square designed the Nike Free 5.0 shoe live on the 23-story Reuters Sign. Participants then received an SMS message with a link to a WAP site and downloaded mobile wallpaper of their newly created shoe with a link to NikeiD.com where they could purchase their creation.