If you haven’t already seen commercial spots or print ads for Nike iD, you haven’t turned on the TV or opened a magazine in several weeks. The genius commercials are what really turned me on to this whole thing in the first place. The little boy dancing around?! Call me lame but, probably the cutest thing I’ve seen in a while. The kid with the freckles, the old guy turning his hearing aide down to ignore his wife? Simplicity is key and Nike has definitely made good moves with the iD campaign. Check out this video for a real-life example of how the Nike iD Times Square concept works - customizing kicks in real-time from your cell phone. Also, check out this photo of the Times Square installation, exclusive for THE BRILLIANCE!. We love Nike and Nike iD.