Converse is launching an app which will let fans design and sell their own trainers to their friends and families through Facebook. And if they are able to shift enough units, they will be rewarded with a free pair for themselves.

Joe Pine talks about how since the publication ofMass Customizationalmost 20 years ago, brands have seen the importance of creating products which cater to consumers' identities - but there are several industries which have yet to catch up.

The way teens create identity is changing. With more tools to express themselves, access to a world of information and subcultures that bloom and wither in a matter of days, affiliation to traditional tribes has become less important.

With SSO (single sign on) technologies advancing, and the emergence of playful, evasive behaviours as a response, we ask: how do internet users shape their online personas?