Sportswear giant adidas understands that competition in the casual footwear market is fierce and has responded by giving consumers the opportunity to customise specific shoe models. Adidas debuted customisation for certain models, such as the popular Predator football shoes, two years ago, at its flagship store in Tsim Sha Tsui. That was the mi Performance line. But performance shoes are not to everyone's taste, so the German company is offering four iconic footwear models for customisation at its two-storey Originals store in Causeway Bay. The Trefoil mi Originals line includes the Superstar, ZX 700, Stan Smith and Gazelle: low-top trainers that have made the transition from athletic shoe to popular streetwear. The ground floor of the Causeway Bay shop has the feel of a tattoo parlour. It's based on the store in Berlin (below) that provides the template for all mi Originals services: two seats, touch-screen displays and a shelf of samples. The shoes can be customised in terms of colour and fabric and almost every visible component - such as eye stays, laces, soles and the iconic three stripes - can be altered. A message can be embroidered on the side of each shoe. There are thousands of choices to make and those parlour chairs are comfortable for a reason: the selection process can take up to an hour. Prices start at HK$989 (for a Gazelle) and rise to HK$1,259 (for an all-leather ZX 700) and delivery usually takes a month. The adidas Originals Atelier Concept Store is at shop B, 6 Kingston Street, Causeway Bay, tel: 2504 2186.