DIGITAL CRAFT: Nike x Google

Digital Awards

The first ever voice-activated shoe? Just when we think we’ve seen it all, Nike collaborates with Google to make the most futuristic shoe ever. Enter the Nike Adapt BB, a power-lacing basketball sneaker designed to automatically find the perfect fit for you. Nike wanted to create “the most futuristic shoe in the most futuristic way, ever” so fans of the leading brand would be the first to buy a pair before everyone else! How thoughtful, Nike!

Nike hyped the voice-powered shoe release through social media and digital out-of-home takeovers, and they wanted fans to interact with Google Assistant. During the NBA game, they got Jayson Tatum and Kyle Kuzma to launch the shoe, giving them more coverage and not to mention a Webby award! The shoe sold out in just 6 minutes after its official release, so if you were thinking about buying a pair, you will just have to wait until they re-stock if you’re quick enough to purchase them!