Almost every day, D.J. van Hameren, global general manager of NikeiD, sits with his colleagues and asks the question, what if? Keeping athletes in mind, he wonders what if a New York Yankees fan could find the perfect pinstripe shoe, or what if a teenager playing soccer could design a shoe that matches his or her team colors.
These questions are at the heart of NikeiD, an innovative division at the activewear giant Nike that carries approximately 100 products. NikeiD footwear, apparel and bags can be customized by the click of a mouse to create something that is unique to each consumer. "We are trying to help athletes perform better," van Hameren said. "By the way, if you have a body, you're an athlete."
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