Naked has briefed Nike's roster agencies, Wieden & Kennedy and AKQA, about a strategy focusing on the Run London 10km event.
Nike iD enables consumers to design their own unique trainers and accessories online. The finished products are then delivered three to four weeks later.
Naked will work on improving the service to customers as well as devising the communications strategy.
The Naked work is separate to the advertising campaign that W&K and AKQA have already developed to promote the Run London event.
The campaign encourages Londoners to run all the year round, rather than just participate in the annual event. The ad, which uses the strapline "I will run a year", is appearing on outdoor sites, bus-sides, and Tube ticket barriers across the capital.
Three runs will take place next month in Battersea, Hyde and Victoria parks, and Nike is extending the event to Amsterdam and Paris.