| Resumo: | The relation between companies and consumers has never been so close, and consumers are claiming more responsibility and more transparency from organizations. Successful companies are leveraging these demands by incorporating consumers into their enhanced network. With this, the amount of interchangeable feedback between the two increases exponential, aiming to reduce the gap between the final product and the consumer’s demands. Plus, in the last years consumers have started to vocalize the need for unique products, that give the opportunity to express their own sense of style without the freighting idea of being copied. This new paradigm is called co-creation, in which consumers are part of the creation process, either by giving feedback to companies or actually designing the product/service that suits them the most. Therefore, customization platforms have become very popular solution among fashion companies, an option that tries to give the opportunity to consumers to design their own piece of fashion. Back in 2000, Nike unveiled its customization platform – NikeiD – as part of its innovation commitment. Nowadays, this digital platform has transformed into the leading brand, yet showing some fragilities, in areas like service and experience. The case study offers the authors point of view over Mass Customization, NikeiD offering and market competitive analysis. Furthermore, the case study aims to give the best tools to readers, so they are able to investigate further possibilities and outcomes for the future.
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