How Nike Made Sales History With This Voice Sneaker Launch
When Nike announced a real-time voice sale of its new self-lacing sneakers during an NBA basketball game in February 2019, people were stunned.
It happened during halftime, at a game between the Boston Celtics and the Los Angeles Lakers, when fans could “ask Nike” to buy their pair of the $350 shoes. The shoes sold out within six minutes.
“It’s the first time anyone’s seen that voice could actually unlock content in real-time,” said Dale LaRue, client strategy director at RAIN, one of the agencies that worked with Nike on the launch. “It’s an entirely new way of shopping.”
This strategy was a perfect fit for the product. The Adapt BB is a futuristic shoe that uses sensors to determine the perfect fit and adjusts the tightness of the laces automatically to achieve the best form for the foot. When you’re selling a futuristic product like this, using a futuristic sales method like voice makes it stand out even more.
In the end, over 15,000 people asked their voice assistant for the shoes, well exceeding the supply of shoes in stock.
You can read more about the campaign here.
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