Many companies are exploring mass customisation as a way to demonstrate market leadership and capture price premiums. This case examines adidas' recent 'mi adidas' initiative, aimed at delivering customised athletic footwear to retail customers. It discusses the practical implications associated with expanding the initiative from a small pilot to a wider operation with retail presence. Along the way, the case enables the reader to evaluate an interlinked set of issues, from marketing, retailer selection and information management, through production and distribution, to project management and strategic fit. The case offers three alternative routes for moving forward as of October 2001, and challenges participants to decide 'mi adidas' future direction! This case contains colour exhibits. A video 'IMD-6-0249-V' is available to accompany this case. **POMS International Case Writing Award Winner 2004 and ecch European Case Awards Category Winner 2006**