Nike  —  Digital

To give fans early access to the power-lacing Nike Adapt BB shoes, Nike teamed up with Google to create the first ever live, in-game shopping experience where anyone could shop the game just by asking Google Assistant. NBA stars Jayson Tatum and Kyle Kuzma debuted the shoes during the live game broadcast on TNT. During the broadcast, viewers got a chance to snag the Nike Adapts if they asked Google Assistant how to get a pair.

The shoe sold out in 6 minutes, lighting up a new way for fans to shop what their favorite athletes are wearing in the moment using only their voice.

The project received 3 Bronze Lions and 2 Shortlists at Cannes Lions.

Credits  —  R/GA
Gabe Cheung, Tommy Korad,
Emma Dou, Gene Lu, Aaron Pollick,
Rain Agency.