Reebok has launched an iPhone application that allows people to customise and buy a pair of trainers.
Described as a 'groundbreaking' (read moneymaking) app, Reebok's iPhone application allows users to customise one of three different style of sports shoe – The Freestyle, The Classic Leather and The Ventilator – with 19 colours, four materials and in 23 different areas.
The free app apparently 'combines the revolutionary iPhone features such as touch, motion and GPS to create a truly engaging consumer experience not seen before on mobile.'
The 'brand in your hand'
So what's in it for Reebok? Well cash obviously – the customised trainers will set you back from between £80 to £120.
"This is truly a world first. The Reebok app is an exciting new way of engaging consumers with our brand," said Reebok's Head of Global Brand Marketing Richard Prenderville.
"Customisation has been a hugely successful part of reebok.com for over two years; now we can truly say 'we're the brand in your hand!'"