Nike revealed its latest shoe live on Twitch on Jan. 15. Executives, athletes, and influencers streamed from the Nike headquarters in New York City in an exclusive Twitch stream. A preshow kicked off the event, hosted by Twitch sneakerheads FreshStock.
The new shoe was revealed to be the Nike Adapt BB, Nike’s first smart shoe designed for on-court performance. The $350 Nike Adapt BB delivers a consistent, customized fit that’s unique to every basketball player, boosted by the Nike Adapt app, which allows owners to save settings on their shoe, design and leverage continuous improvements through updates.
Nike has used this method of broadcasting a reveal before. In 2015, Nike debuted Kyrie Irving’s Kyrie 2 on a Twitch stream of NBA 2K16—on Irving’s character as he played on stream, and on billboards featured in-game. Earlier that year, Nike used Periscope to debut Kobe Bryant’s Kobe XI.
It’s a marketing strategy deliberately tailored to meet new audiences where they are—on the internet. And it comes as multiple sneaker companies look to increase their presence in gaming and streaming culture.z