https://www.nike.com/w/mens-nike-by-you-shoes-6ealhznik1zy7ok

Nike-By-You allows sneaker fans to customize a broad variety of Nike’s standard lineup in all shapes, sizes, and colors. Though the process of customization is digital, the process engages the physio aspect of pleasure in the way the consumer is building something with their hands, stimulated by the novelty of creating a shoe that is unique to them.