NIKEiD is an online customization service offered by the Nike. The only touchpoint for consumers is an online design experience, where users have the opportunity to enhance their sneakers by choosing elevated materials, colorways or graphics. The design intent behind this Crossfit shoe was to unlock color blocking options, allowing for a variety of clean, refined colorways. The color palettes developed for this shoe drew from team color palettes. This would allow consumers to coordinate their creations to match their gym’s colors. The outsole was the focal point for many of the exclusive offerings on NIKEID. This included hand-lettered brand expressions, as well as gradient faded options. Two graphic options were offered on the Metcon 3. The Transformation graphic use motion and transition to express the intensity of the sport, while the Beautiful Power graphic which combined floral arrangements with camo prints to emphasize the equilibrium sought by Crossfit athletes.