From sportswear and Nike Pro apparel to Nike 6.0 and Nike, consumers can customize nearly every kind of Nike product on this redesign of NIKEiD—the most comprehensive since the site was launched in 1999.

At the heart of the site is an intuitive and tactile customization engine that puts products center stage and lets people interact with and customize them. Every part of a product is clickable and consumers can modify their designs in whatever order inspires them. A clickable menu can also be used as a guide. Beyond color, customers can now alter performance features (such as cleat options).

The new site integrates image rendering that produces hi-res photorealistic views of the customer’s creations, allowing for 360-degree rotations and detailed zoom-ins that allow visitors to see up-close details like stitching, fabrics and form.

Within the new builder framework, all Nike products are at home, including footwear, apparel and equipment across all categories. Dramatically lit product photography fills the screen, and for the first time, customization takes place on the product itself.

• The actual production of the site started in 2007 and took a year to complete.

• New tools and features, allowing customers to see up-close details required new assets and photography for every product.

• A Design Search feature provides instant access to thousands of designs created by the NIKEiD community, searchable by primary, secondary and tertiary color combinations, keyword themes and other filtering options.

• The site was built in Flash 9 on the client-side, with an ATG backend and Scene7 dynamic image creation.