Nike places a colossal interactive billboard––where else––in Times Square, to promote its NikeID line. Using mobile phones, passersby can customize a shoe design, see the changes on the billboard in realtime, and when finished, are sent a picture of the shoe and the URL where they can purchase it.

Why is it always Times Square that gets the cool stuff? Someone needs to do this along Hennepin’s Theater District…are you hearing this, Nike?