The snapshot allows complete views of how each decision affects every angle and colour

The snapshot allows complete views of how each decision affects every angle and colour

US sporting goods giant Nike is to unveil a new 3D customisation platform for sneakers next month, which will allow shoppers to generate a real-time sharable snapshot of the finished footwear.

The company will scrap its traditional Nike iD experience in favour of a transformation of its Nike By You solution, designed to give personalisation a more "fluid feel."

The first drive of the upgraded technology will highlight the sole-swapping Nike Air Max 720/95 Heron Preston By You and allow a series of new customisation options.

"With Nike by You's 3D builder, customisation goes from a fixed state to dynamic experience," Nike says, noting a zoom functionality allows for close-up views of the product details. In addition, when an idea is completed, a "unique, sharable snapshot of the finished shoe is quickly rendered."  

Nike is the latest company to drive customisation of its products, with fast fashion chain Zara, which is owned by Spanish clothing giant Inditex, having recently revealed it own plans to launch its first capsule collection of customisable denim.  

The Nike Air Max 720/95 Heron Preston By You will be available on the builder from 15 April 15 through 22 April.