PSFK went and braved the crowds and stood in Times Square to see the latest ‘interactive ad’ for ourselves. Set up above, four screens flick down at you. One explains that you have to call a 1-888 number and use your keypad, another shows you the shoe as you flick through the colors for the swoosh, laces and body.

It’s a bit like selecting your Nike shoe through their website, except the rest of the world checks out your style at the same time. Or they would, if they noticed. We found it pretty easy to follow, but we wished there were more shoe styles to flick through rather than colors. After a while we got the point and wished that we could do something more ‘personalized’ than just change the color. Why couldn’t we put up a ‘Hello Mom!" on there? Or "Guy B Iz Best"?

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