2006 - NIKEiD
The NIKEiD program kicked off in 1999, but it took a little while to truly catch on. It was a matter of getting the options right - from colors and materials to actual models. But once people figured that they could get their very own one-of-ones - and design them, no less - it became something like a phenomenon. "Oh these? These were made custom for me." Flourish.