One of global sports apparel giant Nike's challenges is to accommodate preferred colors, materials, and styles that vary sharply across individual customers and across global regions and cultures. People in the Caribbean may prefer bright tropical colors, whereas people in Nordic countries may prefer more muted, neutral shades. But even within these broad groupings, individual customer preferences may vary substantially. One strategy that Nike has embraced to address these variations in preferences is Nike by You (see www.nike.com/ how-to-nike by-you). Customers can use the website to digitally customize their chosen shoe type by choosing from a range of materials, textures, and colors. The delivered shoe is a unique expression of the owner's preferences and personality.

Identify some of the strengths and weaknesses of Nike's digital customization approach in the global marketing context.