Until recently, mass customization was extremely difficult for some large firms. But this has now changed for companies such as Nike.

As Rupal Parekh writes in Advertising Age: “Consumers’ desire to have a hand in the products they buy has been a boon for Nike. Though its NikeID languished for years, interest in the custom-designed sneaker service jumped after it revamped its Web site. And in 2009, it released a free iPhone app that let users search products from the NikeID community, find locations of physical NikeID studios, and purchase items from the online store.”

Click the photo to learn more the 2012 version of personalized products.