Nike launches AI-powered shopping experience through Google Gemini and Search ahead of major international football tournament

Nike partnered with Google to roll out an AI-powered shopping experience where customers can explore and buy Nike products directly through Gemini and Google Search.

The integration places Nike products in front of shoppers within search and chat interfaces they already use, rather than requiring them to open the Nike app or visit a store.

Nike is working to improve customer engagement and conversion while managing excess inventory and pressure in China; investors are watching whether this becomes a repeatable model across more markets or remains tied to the football tournament timing.