For the longest time, customization in sneakers was centered around platforms like NIKEiD. It was the pinnacle for transforming sneakers into unique one of ones. And while its run is still impactful and ongoing, Nike is phasing out the elder platform to make the process more fluid.
Heron Preston, a former Nike employee, is ideal to help launch this innovative process. Also, an avid kicks head, the founder of his namesake label is equally aware of the cultural trends that how evaded big brands for far too long.
“NikeiD was a first-of-its-kind experience from a brand that allowed consumers to take their product and make it their own. Early on, I was able to put my own spin on an iconic classic, the AF1,” says Preston. “Today, the capabilities are being pushed so far.”
With Preston’s Air Max 720 x Air Max 95 mashup, he’s utilized Nike’s By You 3D builder to expand upon the already unique qualities of each shoe. Enhanced Zoom functionality allows close-up details of the shoe that allow for optimal customization. Preston takes advantage of all the tools laid in front of him.
“It is really exciting and for me to be at the start of this magic toolbox of putting things together and taking things apart,” says Preston. “People are tired of seeing things that are so perfect. It’s almost a competition, who can deliver the most outrageous?”
Expect the Nike Air Max 720/95 Heron Preston By You on the 3D builder from April 15 through April 22.