By You Studio

Gotta be the shoes

Nike wanted to reward their running members with a service that connected true style to the the performance of the shoe. This was a first of it’s kind experience for the running category and was used to create noise on the build up to the Berlin Marathon.


A customisation studio was created in the back of the Berlin store. This was the first stand alone running customisation experience to happen in any Nike store. This was a members only space and worked on appointment based service where you were able to come and work with the Nike ambassadors to create your only bespoke running shoe ready for race day.

On building the customisation services we worked with Nike to create a suite of options that whilst new and bespoke wouldn’t compromise the performance or innovation of the running shoe. We used air spraying, dip dye, laser burnishing and a full lace styling bar.

The space was designed around the idea of a workshop meets lab with multiple work stations and a large PVC curtains separating the area from the rest of the store. We worked with a local Berlin artist to create artwork for the walls again bringing in the locality of the marathon.

Nike also wanted to give back to the runners and have their story amplified through their social channels to help celebrate their achievements on race day. So we created digital assets that were used though-out all of Nike’s channels to ensure easy branded sharing. Nike then also invited their own athletes to come and take part in this experience and pimping their race day sneakers.