Nike’s Build Your Team Kit at Niketown, London

Visitors to Niketown in London can go beyond building their own sneakers at the Nike ID shop - they can now design their entire outfits with the new Build Your Team Kit. Designed by R/GA London, the interactive display on the first floor of the store enables anyone to customize a complete Nike football (soccer) kit for themselves and/or their teammates. Colors, styles, names, emblems, and even sponsors can be added and amended on these personalized jerseys.

[via rubbishcorp]