I love shoes, I do, but all too often I have complaints about the ones I buy. The heel may be perfect, but I don't like the colour of the lining, or the colour is great, if only it were a slightly different style. With the Nike iD studio this is no longer an issue as you can design a trainer of your choice to your exact specifications. There are 54 different styles, including 5 premium editions which are only available in the Nike iD lounge, where only 4 people can design at any one time, so you each get a personal consultation with a trained style consultant.

I went down to Niketown to test it out, before it opens on Friday. The first impression I got was that I was stepping into shoe heaven, surrounded by masses and masses of brightly coloured trainers, in all shapes and sizes and with different finishes and embellishments. I couldn't take my eyes off the brightly coloured wall displays, and was so excited I was going to make one of my very own! The challenge would be stopping at only one pair!


I was ushered into the exclusive Nike iD studio on the second floor, met the friendly concierge, and was introduced to my personal style consultant, the charming Matt. To experience the style lounge you need to book an appointment, or, alternatively, you can go downstairs and make a pair on your own without any advice. Matt took me through the shoe options, from high tops to running shoes, and together we chose the shoe that best fit my needs: the Sprint Sister. I tried it on in my size to make sure I was happy with it, and then we moved on to the next stage - design.


There is a dazzling array of color and material options, and Matt produced a breathtaking swatch book (as seen in the first picture) so I could see what the shoe colours would actually look like. There are ten stages to designing your shoe: first, choosing if you'd like it patent, metallic, pearlized or leather, and then choosing colours and material for each section, from the tongue to the laces and the lining.

You do this via a computer programme which allows you to see the shoe from a multitude of angles, so you can decide if your colour combo works or not. Then there is the personalization stage where you can choose what lettering, if any, you want on the heel of your shoe. Obviously, I decided I wanted my name there, in metallic silver, and on the other shoe I opted for SHINY- the best company in the world! At every stage I could go back and change my design if I was unhappy with it, but in the end I was very impressed.

Once my shoe was completed, my details were filled out on the computer so it could be delivered to me, and I had a little card with my shoe design printed to keep in my wallet (see below). I also got to name my shoe, and create a back story for it, giving the reason I chose the colours and materials that I did, so other shoppers can view my design and be inspired by it. If people like my shoe enough it will make it to their hall of fame and be displayed on their walls!


Now all I have to do is try and be patient while I wait for it to arrive!

Check it out online here
or go to the store for some one on one advice. Niketown, 236 Oxford Street, London W1C 1DA


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