In the past decade the rapid growth of the internet enabled companies to provide new value delivering services to their customers. Online toolkits are one successful example of how the internet marketing strategies changes. The possibility for customers to design individual products, which no one owns in our globalized world, offers unique values to all users acting in the electronic marketplace. For years Adidas, Nike and Converse are three global companies, who use the benefits of the technology developments by providing mass customization toolkits to create one-of-a-kind shoes. Have a look at their videos.