Nike Partners With Google on AI Shopping as Stock Slides on Weak Forecast
Nike announced a partnership with Google to let customers buy its products directly through Google's Gemini app and search engine AI features starting in early June. The move comes as Nike's stock has fallen 33% since the start of the year and the company projects a 2% to 4% sales decline in its fourth quarter.
The integration allows shoppers to research, compare, and purchase Nike products-including football boots, kits, and fan apparel-without switching between apps or websites. Google's multi-item cart capability, launching in the U.S. in early June, will handle the entire transaction within Google's ecosystem.
Sales Pressure Drives Tech Pivot
Nike's Q3 revenue of $11.28 billion was flat year-over-year. CEO Elliot Hill is executing a "Win Now" turnaround strategy that includes the Google partnership and recent layoffs tied to tech-focused restructuring.
The company sees the Google deal as a way to maintain customer relationships ahead of the 2026 FIFA World Cup, a major event for sports apparel sales.
What This Means for Sales Teams
For sales professionals, Nike's move illustrates how AI shopping capabilities are shifting where transactions happen. Rather than driving traffic to Nike.com, the company is meeting customers on the platforms they already use-Google's search and Gemini.
This approach reduces friction in the purchase journey. Customers discover products, compare options, and buy without leaving Google's interface. For sales teams, it means understanding where your audience makes buying decisions and optimizing for those channels.
Learn more about AI for Sales and how AI-powered tools are reshaping customer engagement strategies.
Wall Street's Take
Analysts rate Nike a Moderate Buy, with 14 buy ratings and 12 holds issued in the past three months. The average price target of $59.95 suggests roughly 42% upside from current levels, though the stock's afternoon decline on the announcement suggests investors may be waiting for evidence the partnership drives actual sales growth.
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