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Last year Nike, a maker of sports gear, used text messaging to allow people to conjure up images of customised shoes on a giant screen in New York's Times Square.
And NikeiD, a service which allows buyers to design their own customised shoes, has generated around $100m in sales so far.Nike, which makes most of its money from wholesale trade, also wants to boost its presence as a retailer.
Before Obama's speech, chief executive Mark Parker argued that a free trade deal would paradoxically help his company build more US factories by ironing out remaining wrinkles in the supply chain and allowing the assembly of customised shoes to be brought closer to the customer – even if the claim of new jobs came with a few more caveats than billed.
Instead the plan is to integrate accelerometers and magnetometers into customised shoes to detect the player's speed and orientation.
So if the evidence for or against customised shoes is unclear, where does that leave the everyday runner?
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Is the plane customised?
So why customised development goals?
Accordingly, solutions must be customised.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com