Well, at least this beats a mobile coupon. Mobile ads seem to be stuck in a holding pattern these days. It’s still a nascent sector, of course, but beyond coupons, some attempts with barcodes, and a smattering of promises over location-specific ads, innovation hasn’t exactly flowed. Not sure if this is the “watershed” in mobile marketing that Nike claims it to be, but at least the sportswear company is making a stab at going beyond the usual wireless ad attempts with its new pan-European mobile marketing campaign that allows consumers to customize the color of a pair sneakers based on photos they send in using a camera phone.

The service, Nike PhotoiD, pulls out the dominant two colors of the photo, which are then placed on a picture of the shoe and sent back to the consumer, reports the Guardian.co.uk.  They can save the photo as a wallpaper, send it to friends, and buy the personalized shoes. Nike has pulled out a design from its archive for the promotion—the service will only be available on it’s the Dunk a high-top basketball sneaker from 1985. Nike said it was trying to tap into the “habits of the digital generation” and its “growing expectations of consumers to customise their lives”.