The department gives consumers a hand-on design experience and enables shoppers to design and create their own footwear, clothing and equipment. Customer designs and ideas are then posted on www.NIKEiD.com for other consumers to view. The New York location also features a touch screen design tool in the shop window enabling consumers to create their design in front of a live audience in the street.
Trial NikeiD departments have already opened in Paris and in Osaka in Japan but New York is the first comprehensive department. Niketown London will get its own NikeiD Studio in November.
Trevor Edwards, vice president brand and category management for Nike said: "The world has changed. Consumers interact with brands on their own terms. The NikeiD Studio enables consumers to create their expression of the Nike brand with the guidance of a skilled design consultant."