"I Wish I'd Thought of That" 

Nike PhotoiD

Nike has launched a mobile marketing campaign that allows consumers to create their own trainers from photos taken with their mobile phones. The photos customise Nike's 1985 Dunk high-top basketball boots. The campaign builds on the fact that the "digital generation" is looking for more customisation and individuality. Nike's software analyses the picture sent in and produces a pair of shoes employing the two dominant colours.

By Martin Payne