Adidas tied up with mobile giant Samsung to bring miCoach, the mobile phone dedicated to the fitness freaks and mobile connoisseurs alike, and now Nike has come up with a way for people to use their mobile phone’s camera to help customize their shoes and are calling it PhotoiD.
Mobile phone users can take pictures with their mobile phone's camera and send the image as an MMS to Nike’s service. The company will then analyze the image, pick out the two main colors in the picture and using their classic 1985 Dunk high-topbasketball sneakers as the core design incorporate them into the shoe.

Nike will then send the image of the customized shoe with the chosen colors back to the user for preview and the image apart from being usable as a wallpaper on the handset, can also be the actual shoes that the users could purchase.
Nike PhotoiD is created by digital agency AKQA. It will launch in nine European territories today - the UK, Italy, Germany, Spain, France, Denmark, Finland, Norway and Sweden.

Nike earlier tied up with Apple for their Nike + iPod system for the iPod Nano video.