A new way to create your own – ‘NikeID’ Japanese site’

The Japanese really do have an interesting take on what works online. Most of the creative sites they develop combine a number of things that ensure the are engaging. The new NikeID (customise your Nike’s) is another example of that.

It combines animation, interaction and customisation. It’s a pretty shallow site, but still a great one to spend some time on. Below is the journey through the site and customisation.

NikeID Japan homepage

NikeID Japan homepage

NikeID into the city - home page

NikeID into the city - home page

NikeID - animation sequenceNikeID - animation sequence
NikeID - animation sequence
NikeID - animation sequence
NikeID - animation sequence

NikeID - animation sequence

NikeID realcity - customise page

NikeID realcity - customise page

NikeID realcity customise

NikeID realcity customise

NikeID realcity customisation complete

NikeID realcity customisation complete

NikeID realcity - navigation

NikeID realcity - navigation

The sites focus is branding, but it’s the perfect opportunity to be selling.

OBSERVATIONS

While the site is a good branding site, there are a few things that it could do to enhance it:

  • Buy – there is no quick way to buy the shoes that you have customised. After the customisation has finished, you link through to another site and then customise the shoe again. It seems like a waste doing it twice.
  • Save – there is an option to post this on your blog (I’ve tried to do that below), but there is no way to save this as a file that can be reused. You can download it for use as a screensaver or wallpaper, but not an image.
  • Gallery – it would be great to see what all of the other colour combinations that people are selecting.
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2 Responses to A new way to create your own – ‘NikeID’ Japanese site’

  1. iamcontrarian says:

    I agree.

    The inability to really do anything after customising felt really strange. Or rather it suddenly felt like a marketing exercise.

    It is of course a marketing exercise which is fine but feels a shame to do so much right and then mess it up.

    http://talkingdigital.wordpress.com/

  2. nice post, that product seems perfect match for the japanese market but im suprised that there is not more skewed towards mobile internet.

    I think that the issue is that with moves towards OpenID and Data Portability http://www.dataportability.org/ and an overall increase in social networks more effort should have been made to intergrate the share options, even a facebook/wordpress plugins would have been great.

    My biggest issue is the annoying high pitch sound that continues while the site loads and carries on while you are playing with your shoe colour choices. The effort that has gone into the design is amazing. It really makes their product seem fun, exciting and interesting, all with a simple intro movie.

    The interface is easy enough to use, and the quality of the sample shoe in their store is worth playing with just to get an idea of how this can work so well for other high end products such as cars and even handbags.

    Overall im impressed with the site, thank you for highlighting an impressive digitial campaign.

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