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Nike Opens Customized Studio in London Store

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.

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 NikeiD.com online design process with help from one-to-one appointments with trained design consultants.

Once the customer has created his designs in the studio, they can be stored in an online ‘locker’ and shared with others online. After ordering, the merchandise is individually made and delivered to the customer, either to the NikeTown store or directly to their homes.

Nike has previously opened pilot NikeiD spaces in Paris, France and Osaka, Japan, and the NikeiD London studio follows a similar studio that opened in New York City in early October.

The NikeiD business has more than tripled since 2004 with more than 3 million unique visitors going to http://www.nikeiD.com every month, Nike said.