Does anyone remember Customatix? https://en.wikipedia.org/wiki/Customatix
I happened to move to Santa Cruz right after the company opened for business. They had a showroom that was more just a visitor's center, that showed how various options might look. I believe they had a few workstations available on site as well if you wanted to build a shoe there. I thought it was cool that they were right down the street so I actually designed and bought a couple pairs.
This was about the time that Nike ID was starting, and C-Max had more options at the time, and probably a better overall user experience. The company folded after a few years.