Nike, Critical Mass Team for Personalization

Nike Inc., one of the traditional companies that’s been the most innovative in marketing online, on Tuesday tapped Critical Mass to help it personalize and customize the Nike iD section of its Web site.

Nike iD, like Procter & Gamble‘s Reflect.com (which Critical Mass also helped develop), is an experiment in the hottest new marketing technique — mass personalization. The idea is that consumers can design their own products to fit their needs.

Nike iD, for example, lets users experiment with hundreds of possible color combinations for their shoes, and also lets them add personal identification marks on their shoes. The companies plan to expand the customization possibilities as the technology to allow that is developed.

“Nike’s roots are in working one-on-one with athletes, learning what they need and building them the best possible shoes,” says Mark Allen, general manager, Nike iD, referring to Nike’s early days, when they toured the country bringing shoes directly to their customers.

“Critical Mass’s skills in personalizing the Internet experience will help us revive and revitalize that concept by strategically integrating our design and performance expertise with the power of the Web.”

Critical Mass has also worked with clients such as Mercedes-Benz USA, Smirnoff Vodka and Forenings-Sparbanken, one of Sweden’s largest financial institutions.