Nike × Google · 2019

The first voice-driven sneaker drop

6 min to sell out the entire inventory
2M+ live viewers reached
2 Cannes Lions
Role
UX Design Director, RAIN
Client
Nike × Google
Year
2019

Live on TNT at halftime of Lakers vs. Celtics, 2 million viewers were told to say “Hey Google, ask Nike.” The Adapt BB sold out in six minutes.

Nike Adapt BB detail
Nike Adapt BB detail
Nike Adapt BB detail
01

Voice as the hook

The voice prompt skipped the release date, unlocking early access and a chance to win a free pair.

Adapt BB self-lacing strap
02

Don’t force the transaction

No voice checkout. Voice opened the door, and payment was handed off to screens people already trust.

Conversation flow
Conversation flow
Assistant screens
Assistant screens
Purchase handoff
Purchase handoff
03

Content that keeps people listening

73% engaged with the exclusive audio, and 85% of them listened to the end. 51.5M impressions and 335,000+ interactions.

In the press

WiredThe VergeESPNGeekWireCNBCVoicebot.ai

Team

  • Dale LaRue, Strategy
  • Will Hall, Chief Creative Officer
  • Paul Zumbrink, Design Director
  • Bryan Sebesta, Skill Design
  • Steven Hansen, Tech Lead