Answer: Mass customization
Step-by-step explanation:
Mass customization means a technique used in marketing the product to the customers. In this technique the products are custom made according to the personal preferences of the customer. It has benefit of low unit cost of production. It can also be called as the made to order or built to order by Nike.
The customer has the option to create his own look, features and design at Nike shoes. Though there is customization its cost is equal to that of the mass production.