CUSTOM MADE; ATHLETIC FIRMS ARE FINDING PRODUCT THAT CAN BE TAILOR MADE BY CONSUMERS IS A GROWING BUSINESS.

Footwear News, April, 2005

Byline: Jennifer Carofano

From the Ipod's personalized playlists to Tivo's viewer-created schedules, customization has become a calling card in today's high-tech world.

Footwear brands have also heard the call, with many brands opting to offer customers more customization options. These days, brands such as Nike, Vans and Adidas are finding this arena a growing business that gives their customers more chances to interact with their brand, both online and in stores.

"Absolutely, this trend is going to continue," said Matt Powell, independent footwear analyst for Princeton Retail Analysis. "The customer interest is very high for customization -- it's filling the niche of that individual that wants to have something of their very own." ...

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