Hey Google, Ask Nike
Nike · 2019
3 awards: Cannes · Clio Awards · ADC
Strategic insight
Power-lacing technology needed authentication through elite athletic performance, not hype. By anchoring the product launch inside the game itself—on the feet of NBA stars—Nike moved the Adapt BB from speculative gadget to legitimate next-gen basketball equipment.
The Format
The voice-activated shoe drop embedded inside live game broadcast was structurally novel: on-screen prompts during play invited viewers to ask Google Assistant a question, collapsing the gap between viewing and purchasing. The game itself became the storefront.
Business Result
The shoe sold out in six minutes with 335,150 transaction interactions and 51.5 million impressions across the activation. The game ranked No. 3 on TNT, reaching 2+ million live viewers who could transact in real time.
