Nike Customizing Sneakers

Customization or perhaps late stage differentiation.  But note only for a limited time and place.  Plays to the current craze for fast delivery.  Adds a level of exclusiveness.  Discussion at the link too.

Nike customizes shoes for ‘sneakerheads’ in under an hour
 by Matthew Stern

Sneaker customization is a growing trend, one that appeals both to the fashion sense and the collector-mindedness of those shoe fanatics sometimes known as “sneakerheads.” Now Nike is offering a limited number of enthusiasts the chance to try out a new, fast form of customization technology.

Nike’s limited-time, invite-only event, called the Makers’ Experience, is taking place in the Nike By You Studio in New York, according to Engadget. Visitors choose from four possible packs of graphics and a few different color schemes to customize the upper portion of the shoe. They can also input custom text. The design is then projected onto a blank pair of sneakers the customer is wearing to demonstrate how the design will look. Once the final design is chosen, it takes an hour or less to create the final product. .... "