Nike’s introduced their new, high-tech, self-lacing sneaker live on Twitch. The brand teamed up with Twitch’s weekly show FreshStock for a pre and post show to bookend the announcement of the Adapt BB, their app-connected sneaker (yes, it’s another thing you’ll have to charge). Fortnite player Nate Hill also dropped by to leverage his influencer effect for added hype. This isn’t Nike’s first time using Twitch to promote a drop: in 2015, they announced new Kyrie Irving kicks during an NBA 2K16 livestream. (Tubefilter, Bleeding Cool)
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