Nike has done a fantastic job reaching out to customers and providing them with a lot of options, whether it be special shoes for their sport, special technology needed, or color choices. The vast options can be somewhat overwhelming, but people can find what they like and want the most. The introduction of Nike iD, where people can design the EXACT shoe they are looking for, and even put their name on it, is an example of a company connecting to customers through personalization of products. By putting the design responsibilities and possibilities in the consumers’ hands, NIKEiD can easily create shoes that are the most desirable for each of their customer, generate buzz because of the personalization, and make customers happy and satisfied with their experience. Plus, it is highly desirable to feel as if you have something you made and no one else has it.