Nike Is Set To Debut A New Sneaker On Twitch Tomorrow
By Zac Cameron ·
The brand is teaming up with FaZe Clan streamer Nate Hill for the reveal.
Nike is set to reveal their latest offering to the world of sneakerheads with an exclusive Twitch stream on January 15th. Nike executives, athletes, and influencers will stream the reveal from the Nike headquarters in New York City on the main Twitch.tv channel, with a preshow kicking off at 9am CT hosted by Twitch sneakerheads FreshStock.
FreshStock is a sneaker culture show hosted on Twitch by staff members Bash “Bashlol” Mussa, Ray “Hypebeast” Li, and Zhi “Z” Chew. Prior to the Nike reveal, FaZe Clan streamer Nate Hill will join the FreshStock crew to talk about the show, and following the reveal the crew will be interviewing various Nike personnel to talk about the new sneaker.
Other Twitch streamers will be able to “co-stream” the event, meaning they can play the video on their own channel and commentate over the footage with their community. Nike has used this method of reveal in the past, choosing Twitch to reveal 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 back in 2015. Whether this method of showcasing a new product is the most successful choice or not remains to be seen, however this new wave of brand integration with platforms such as Twitch is certainly proving to be an interesting experiment, and one that could herald greater things to come.