Announce, launch, build buzz, and drive traffic to Nike ID (now called Nike By You), an all-new dotcom service where customers can design their kicks to be more “uniquely theirs” with color, pattern, materials, and copy.

We were determined to create a campaign as eclectic as our audience. Make it go beyond sport. Make it bigger. Make it appeal to more of a streetwear culture. Do it in a graphic way. And, of course, make it memorable.

Was it successful? Billions of dollars of sales later, they’ve renamed it, but the experience remains the same.

Copywriter — Alberto Ponte