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Nike Just Gave Its Breakout Hoka Challenger the Ultimate Design Advantage

Nike’s explosively growing running franchise now offers consumers options that no other major running brand can currently match.

Close-up of a black and white Nike sneaker heel with striped pattern and textured sole against a yellow background.Nike
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By Ben Bowers

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Nike’s Vomero 18 has quietly become one of the brand’s biggest hits of the year. During the brand’s Q2 earnings call, CEO Elliot Hill revealed that the cushioned running shoe had become a $100 million franchise within just 90 days of launch.

That level of success is rare even for Nike, and it’s not slowing down. Following limited-edition drops like the Gore-Tex-equipped version and a recent hyped design featuring the reverse Swoosh, Nike has now taken the next step—offering the Vomero 18 through a program no other major footwear brand can match.

More than just colors

Close-up of a white Nike running shoe with gray laces, a gray swoosh, and a red tag labeled "RUN" on the tongue.
While the design options aren’t endless, users do have the ability to tweak virtually every element of the Vomero 18’s design. In this case, I modeled a version after the iconic Jordan 3 in “white cement.’
Nike

For years, Nike’s By You platform—formerly known as NikeID—has empowered customers to craft truly personalized versions of their favorite models.

And while usually the available options are purely aesthetic, in the case of the Vomero 18 By You, Nike has added at least one option directly related to running performance.

Users tailor nearly every visible element of the shoe, from the base mesh and laces to the midsole color and Swoosh finish. There are dozens of materials and color options, letting you go minimalist or maximal with ease.

Pair of black and orange Nike sneakers shown from the sole with "Nike Storm-Tread" text on the black tread.
Beyond pure aesthetics, Nike also allows customers to swap out the standard sole of the Vomero 18 for a newly introduced Storm-Tread outsole that’s designed to enhance traction in wet weather.
Nike

But a standout addition is the option to swap out the standard traction pattern, which Nike designed for the smoothest heel-to-toe transition, for a newer Storm-Tread outsole first seen in the Gore-Tex iteration, which improves grip on wet or uneven surfaces, enhancing year-round usability.

As with many previous By You releases, consumers-turned-designers can also add personal text in two locations: discreetly on the inside of the tongue or wrapped around the outer edge of the toe box.

Pair of black and orange Nike running shoes shown from the back with white midsoles and black outsoles.
There’s also two ways to add custom text to the sneaker – either inside the tongue or on the outer edge of the toe box.
Nike

That makes every pair not only distinctive but also personal—allowing for initials, motivational phrases, or any detail that gives your shoes a one-of-one story.

Pricing and availability

Pair of black and white Nike running shoes with white laces and "RUN" text on the tongue, viewed from above.
No other major running brand currently offers users the ability to create custom-designed running shoes. The By You program is one area where Nike’s size and production might stand out.
Nike

The Nike Vomero 18 By You design tool is now live, and Nike estimates that it takes roughly three weeks to build and ship your custom pair once the design is completed.

While that might sound like a lifetime of waiting in the era of Prime shipping, it’s really a remarkable feat when you consider that no other major running shoe company – even Adidas – offers customers the ability to design their own shoe, let alone one as advanced as the Vomero 18.

White and gray Nike running shoe with bright pink midsole and blue inner lining, side view.
Remarkably, Nike doesn’t charge customers an arm and a leg for the privilege to design their own shoe. The By You version of the Vomero 18 costs just $20 more than the standard version of the shoe.
Nike

What’s equally impressive is how little Nike is charging consumers for the privilege of creative control. Creating a Vomero 18 By You costs $175, which is just $20 more than the standard Vomero 18.

Given the strong demand for the model and Nike’s expanding customization offerings, we won’t be surprised if this quickly becomes one of the most sought-after within the By You catalog.

About the Author: Ben Bowers is the Co-Founder and Chief Content Officer of Gear Patrol. Throughout his tenure in media, Ben has written and reported on everything from consumer tech to whiskey, watches, cars, camping, and personal style. These days, he gets to write less than he’d like to.

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