Nike now allows you to photograph a street scene with your cellphone, which then can be uploaded to create a customized show based on the colors of your image, completing a curious cycle from street to the factory (god knows where and under what conditions) and then sent back you for more street action. This is hard to classify because it’s a hybrid of corporate DIY injected with street culture. Given that Nike is really an image company more than a maker of shoes (the company produces advertising, the shoes are made elsewhere), this seems to be another effort gain street cred by remediating the street (as is the case of incorporating new, extreme sports into its campaigns). Now, it would be fun to see shoes made with the colors of sweatshop walls!
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