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New Balance

Interactive Customization Goes Brick and Mortar

Stroll into Foot Locker’s store in New York’s Times Square and you can’t miss the bright red kiosk. Built around large interactive video screens, the kiosk invites shoppers to customize and then buy an iconic running shoe, the New Balance 574, before their personalized design is manufactured.

Via the touch screens, a potential buyer can choose from myriad color choices for various shoe components, different materials, and add text such as a name. A design can be zoomed in for an up-close inspection and turned 360 degrees before ordering. The kiosk includes physical samples of the shoes’ various parts, from thread and laces to leather and mesh swatches.