The two-floor Nike iD studio, in London's Oxford Street, allows customers to personalise their Nike products in a one-hour session, with help from designers working on Apple Mac computers.
Once consumers have created their designs in the studio, they can be stored in an online "locker" and shared with other people online. Product is delivered to the customer, either via the NikeTown store or directly to their homes.
The brand said its Nike iD business has more than tripled since 2004, with more than 3 million visitors going to the dedicated Nike iD website every month.
A similar design studio opened in the NikeTown store in New York in early October.