A phone meets NikeID (Nike's shoe customization program) with Motorola's Moto X Motomaker. The studio, which is open to AT&T customers, lets you design and ship your phone the way you want it, all online.
You can pick the color of the phone, and decide details on memory, wallpaper, accessories. You can also include your Google contact details so account information is loaded onto the phone's Android operating system in advance.
Google -- which now owns Motorola Mobility -- has pushed the new phone's customization as one of its main draws. Rather than revolutionary software or hardware, the phone's ability to be customized (with real wood!) has been the tech company's focus, which positions the phone as fashion forward, not cutting edge.