polo ralph laurent the Adidas miZXFLUX app and the shifting world of customized sneakers
Buzz on the street rather than immediate retail sales account for many eye catching features of the sneaker industry.
Customized sneakers, for example. That’s an option Nike has offered for about 15 years, and later mimicked by Adidas and New Balance, among others. Typically, a sneaker company’s computer program offers a variety of features allowing a user to personalize their sneaker that, in theory, would be different than anything else in the world or, perhaps, in the user’s immediate neighborhood. sneaker sales, Powell said, even though a customized shoe almost always costs more than its off the shelf counterpart.
But customization gets people talking. Last month, NikeID, the granddaddy of sneaker customization, received attention in the shoe world by rolling out a partnership with another Oregon apparel veteran, Pendleton Woolen Mills.
On Tuesday, Adidas countered with a new customization twist of its own, launching its miZXFLUX app.
With a free app on an iOS or Android device, users can take photographs and apply them to the ZXFLUX shoe’s upper. Orders take four to six weeks and cost $110.
“The idea with the app is to use a photo you captured through your smartphone and then be able to easily use the same device through the whole process,” said Maria Culp, spokeswoman for Adidas America in Portland. “That wouldn’t be as easy carrying around your computer, for example.”
The New York based digital production company Stopp was responsible for the user experience, design and development of the app. Every design submitted in the app will go through an approval process to make sure there are no violations, Culp said.
Sneaker aficionados have been intrigued with miZXFLUX app since learning of it in August, said James Hesse, owner of the Portland based sneaker blog Collective Kicks.
“Once you download the app, which is kind of a pain but it’s free, its really cool,” Hesse said. “You can grab a pic from a phone and then load it. It’s very, very smooth.”