NIKE ID
At The Pool contest in Dagenham the media was invited to build their own pair of shoes on the Nike ID computers. A designer was there to help lead you through the process and showed what shoes you could pick, which sole, what colours were available etc. After my first pair of ID shoes failed to come out in orange (they were bright pink) I had my mind set on a pair of shoes that represented my the colour of my native 
After doing a BMX 'zine for ten years (1987 - 1996) FATBMX made it on the internet. The year was 1998. Here to stay.