With the help of AKQA, London, Nike is giving its European customers a chance to look around them and help create a custom, color-filled pair of shoes.
Launched in nine European countries including the U.K., Germany, Italy and Finland, customers can use whatever visual inspiration they find, snap a shot and text the word "DUNK" to specific numbers pertaining to each country. Dominant colors from your photos get matched to the Nike set and your kicks come one step closer to reality.
The design can be saved as mobile wallpaper, sent to a friend, and, ultimately, purchased. As of now, the first style of footwear to be offered on the site is the Dunk, Nike's classic b-ball shoe originally launched in 1985.