The New Balance brand is known as a bit of a personalisation innovator in the sports shoe game. The company launched its online customisation tool for its signature New Balance 574 shoe more than two years ago, successfully building a legion of loyal customers proud to step into their unique “Made in the U.S.” soles. Last month at the Foot Locker flagship store in New York’s Times Square, the more than 100-year-old brand introduced the physical version of the customisation tool — an interactive touch-screen kiosk that allows shoppers to design everything from laces and logos to fabric and heel phrases.
According to Foot Locker, the possible combinations are nothing short of dizzying — “all adding up to a total of 48,000,000,000,000,000 combinations (that’s 48 quadrillion or 48,000 billion for those keeping track).” The interactive screens are situated above merchandising displays featuring various colour combinations of the 574, giving shoppers the opportunity to touch, feel and see the real-life product while they design their custom kicks. Not forgetting the importance of social media, the kiosk also enables shoppers to share their designs on Facebook or Twitter directly from the screen.
