Any App from Nike for the iPhone was always going to be exemplary of the format’s potential. The NIKEiD App allows users to take snaps of things they like, and convert the colours into a customisable shoe design. As a confluence of trends (customisation, consumer as creative, exploitation of online etc) the results form a pretty much perfect storm of signifiers for the hot branding approaches of 2009. But at the App’s heart is a single simple idea, and as always with new formats, it’s the clever thinking not the whistles and bells that make the initiative memorable.