YouTube now offers the ability to have interactive overlays on video.
Mr Safety, a well known internet talent has used this in a really fun way and managed to get almost 1million views on YouTube. It's a choose your own adventure to help find his lost cat, Sparta, using video.
Dominos Pizza did it with their BFD builder. NikeID allows you to basically customize any of its shoes.
You can even put your own words on the shoe. Or if you find a piece of art inspiring, take a picture with your phone, mms it in and the Nike PhotoID site will use the predominant colors in that pic to create a custom design. Pretty cool.
It's great to see this level of customization, which used to only be reserved for higher priced items like cars, filter down to smaller priced items.
Right now it's cool. In a few years from now it's going to be the norm.