Mass customization: Nike has a store in Manhattan that makes custom shoes. You have to be invited to get an appointment there.
It’s part store and part studio, where customers go to design their own sneakers. They choose between materials, colors and patterns to create unique footwear matching their own stylish sensibilities.
Once the creation is complete, specs get sent electronically to a manufacturing facility. Three weeks later, sneakers arrive by mail at the customer’s house.