Lenox Nike store puts you in charge

Last week Ciara Walker checked out the new Nike store at Lenox—

It was no surprise to me when the second full-customization Nike store in the U.S. opened at Lenox Square two weeks ago. Simply put—Atlanta is a hub for great fashion.

To celebrate the opening, Mychael Knight showed up to unveil his shoe design. The purple, pink, and black creation with yellow accents represents where he says he gets his inspiration—himself. He calls them "MaJK 411," which combines his initials and his birthday. The est. date at the bottom, "0078," represents the year he was born. Mychael was nice enough to take me through the NIKEiD experience, helping me design a pair of my own. Unfortunately, I was unable to take them with me.

Some consumers may get publicity for their shoe designs. Designs created online will be rotated on the NIKEiD kiosks, and consultants will display their favorites on Facebook, and admirers can purchase them at NIKEiD.com. There will be a bloggable widget for the designs to be shared online. Additionally, a few designs will be chosen throughout the year to be produced in limited edition quantities and sold at the store. The creator will get recognition (a nameplate accompanying the design) but no monetary reward.

Highlights of the full-customization Nike store at Lenox:

NIKEiD studio (online since 1999): Design, customize, and personalize your own Nike footwear, apparel, and equipment. Choose from 105 key styles and exclusive NIKEiD items such as the Dunk, Dunk High, the women’s Dunk, the Air Max 90, the Air Max BW, and the Air Force 25 low. Each customer is given twenty-five minutes for the design process with the help of a Nike Design Consultant. Make appointments (recommended) at 404-846-5549. Walk-ins accommodated based on availability. Allow two to three weeks for delivery. Prices vary depending on the shoe and the design. With each color and material you choose, the price will go up. Ex: A regular Air Max could be anywhere from $99 to $130.

Tee-Bar: Create your own T-shirt using over twenty vintage graphics, a variety of colors, and customized lettering and numbering provided by the store. Eventually, customers may be able to use their own graphics and logos. The T-shirts start at $25, and you get ten letters and two numbers for $5. Each additional letter/number is $5 a piece.

Athlete Central: “Services to help you play, train, compete, and connect.” Find out about sports clinics, training, employment, etc. Also, use Nike Find to locate any Nike product that’s not available in the store.

GameChangers community board: Get updates on Nike Community Programs, Nike Run Club activities, exclusive athlete or celebrity in store appearances, local races and tournaments. Also, youth can share their “GameChanger ideas.” Nike partnered with international organization Ashoka’s Youth Venture to launch the “Dream It, Do It GameChangers” program where youths submit their ideas on how to make their community better using sports. A grant will be provided for five people to help bring their ideas to life. Ideas can be submitted to the store or at youthventure.org/nike. The deadline is December 31.

Other highlights:

Projection wall at entrance: Enjoy rolling footage of new initiatives and Nike brand heat videos in a rotating display on the wall.

Dressing room area: The red and black wall representing UGA combines old-school imagery with what’s new; the three dressing rooms are decorated with a sports mural; and pictures, like the one Torry Holmes of Atlanta is painting below, hang on the doors.

The floor: Surrounding the Tee-Bar are old gym shoes, but in a different form. They’ve been grinded and processed, creating the floor you see below.

Other NIKEiD locations will include: New York, NY (NIKEiD studio only), White Plains, NY (full customization), Eugene, OR (full customization), Farmington, CT (full customization), Emeryville, CA (full customization), Bloomington, MN (full customization). —Ciara Walker