Nike PhotoiD trainer customisation launches

Nike has extended its iD footwear customisation with the launch of a new service called "PhotoiD" that lets you create a trainer colour scheme based on a pic you take with your mobile phone.

The service will mean that consumers will be able to create their own, bespoke trainers based on pictures taken on a cameraphones and MMS-ed to the company.

The Nike PhotoiD service uses technology that analyses the dominant colours of pictures and will MMS you back a picture of a shoe customised to the main two colours in the shot.

The footwear design can then be saved as mobile wallpaper, sent to a friend, or actually purchased - mapped onto Nike's 1985 Dunk high-top basketball sneakers.

To have a go at the service, UK consumers can MMS a picture and the word "DUNK" to 88247.