Nike 'Street Canvas'

Nike has launched a service to enable consumers to design their own trainers based on pictures taken using a camera phone.

The PhotoiD service encourages consumers to take a picture of any subject using their camera phone, which is then sent via MMS to a short code.

A personalised picture of a trainer is sent back which features the predominant colours of the photo.

The message comes with a unique code which can be entered into the Nike website to buy a pair of the trainers.

The Nike campaign was created by AKQA Mobile and is to be rolled out across Europe.