Nike Is Serving Athletes Faster Through AI-Powered Shopping on Google

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Nike Is Serving Athletes Faster Through AI-Powered Shopping on Google

• May 19, 2026
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What to Know

What is it?
Nike is expanding on its vision to elevate and integrate the marketplace with a new AI-powered shopping experience that serves faster and more seamlessly.

How does it work?
Consumers in the U.S. will be able to more easily and quickly discover and purchase Nike products directly from Nike in the Gemini app and AI Mode in Google Search.

How does it serve athletes?
The capability is designed to reduce steps between inspiration and action, helping consumers move from product discovery to checkout directly on Google's conversational experiences.

When will it be available?
Ahead of this summer's football tournament, Nike will integrate with Google's new AI commerce capability, making it more seamless for consumers to discover and purchase the latest Nike innovations, including football boots, kits and fan apparel.

Nike is expanding on its vision to elevate and integrate the marketplace to serve athletes* where they are today - and where they're headed next - through more seamless AI-powered consumer experiences.

Moving at the speed of evolving consumer behavior, Nike is integrating the Universal Commerce Protocol-powered multi-item checkout on Google. This capability advances how consumers shop through AI-powered technology to deliver a seamless experience, from product discovery to purchase, checkout and beyond.

Nike is integrating this new multi-item cart shopping capability at launch in early June in the U.S. Consumers will be able to explore and purchase Nike products simply and directly in the Gemini app and in AI Mode on Search.

"With this new AI-powered shopping experience, Nike is again elevating the marketplace and how consumers engage with sport - using technology to anticipate their needs and connect them to our brand in more intuitive, seamless ways," says Shannon Glass, VP, Nike Direct. "There's no better time than the world's biggest global football moment for us to show up with innovation that meets athletes when they're inspired and when sport is at its peak."

Google recently shared a new intelligent shopping cart feature that allows shoppers to conveniently add products and complete checkout across Google and multiple brands using stored payment and shipping information from Google Wallet.

Consumers can move effortlessly from product discovery to checkout without having to switch between screens - researching, comparing and purchasing the latest Nike innovations, including football boots, kits and fan apparel. This ensures a seamless connection to the world of sport, all while Nike maintains the consumer relationship.

Nike's activation of this capability represents the brand's position at the forefront of AI-assisted commerce, further extending NIKE, Inc.'s multifaceted retail presence. This includes nike.com, which is celebrating its 30th anniversary this year; Nike's suite of apps, including the Nike App, SNKRS and activity apps; and the brand's owned and partnered marketplace.

Nike will continue exploring world-class partnerships and leading-edge technologies that expand access to sport and style, meeting athletes wherever they choose to shop.

* If you have a body, you are an athlete.