As an extension of Nike iD, the footwear company has launched Nike PhotoiD, a mobile marketing campaign that allows consumers to customize their kicks with colors from the real world. Take a photo with a mobile phone, text message it to a designated number, and Nike will extract the two dominant colors from the scene to create a pair of classic 1985 Dunk high-top basketball sneakers.

The campaign, created by digital agency AKQA, is currently rolling out Europe-wide; no word on future availability in the US.

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