By  on November 2, 2007

ATLANTA — Nike unveiled its London NikeiD studio, a customization service that is the first of its kind in the U.K., at the NikeTown store in central London on Thursday.

The studio, a stylish two-story glass and steel cube suspended above the center of the store, gives shoppers a hands-on design experience and the power to express their individuality by personalizing their sports apparel, footwear and equipment, Nike said. It’s done by using the online design process with help from one-to-one appointments with trained design consultants.

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