“Hey Google, Ask Nike” | Nike Adapt BB: Voice-activated shoe drop

In January 2019, Nike unveiled their most futuristic shoe — the Nike Adapt BB — a power-lacing basketball sneaker designed to find the perfect fit automatically.

Nike challenged us to launch “the most futuristic shoe in the most futuristic way, ever” so that basketball fans could have a chance to get a pair before everyone else.

The first-ever voice-activated shoe drop — a live broadcast turn e-commerce experience that prompted the Adapt BBs to sell out in 6 minutes.

To give fans early access to the power-lacing Adapt BB, Nike teamed up with Google to create a live, in-game shopping experience where fans could get what their favourite athletes were wearing during the game by merely asking Google Assistant.

Nike hyped the voice-powered shoe release through social and digital out-of-home takeovers — priming fans to interact with Google Assistant. We shot NBA stars Jayson Tatum and Kyle Kuzma who answered fan questions in custom videos on Google Assistant, then debuted the shoes during the game on TNT. The shoes received prominent coverage — including a courtside segment, on-screen messages to get people talking with Google Assistant, and a halftime show takeover where commentator Ernie Johnson announced to fans could buy the shoes if they asked Google Assistant how to get a pair.

The shoe sold out in six minutes, lighting up a new way for fans to shop what their favourite athletes are wearing — all they have to do is ask.

Credits:
Campaign: Hey Google Ask Nike
Advertising agency: R/GA Portland
Client: Nike
Country: United States

This campaign is about:
ADC Annual Awards, Mobile Websites, E-Commerce Site, Hey Google Ask Nike, Footwear, Latest Technology updates, Most Innovative products