NIKEiD Is OG Customization

On your tween’s next birthday, let them design a pair of their own sneakers using “Nike By You”. Like, go wild. Self-expression, consumerism, what could be better? In 1999 NIKEiD introduced customizable Nikes. In 2004, I made my first pair of Nike Dunks at twelve years old, and I was obsessed. (Don’t get me wrong, adults can do this too, but agency is less novel for us, no?)