Nike Shares Jump on Google AI Shopping Deal — Just in Time for the World Cup

Shares of Nike (NKE) are trading higher on Wednesday, up roughly 3.2% to around $43.78, after the athletic apparel giant announced a partnership with Alphabet’s Google to launch an AI-powered shopping experience ahead of this summer’s FIFA World Cup.

The tie-up will allow U.S. consumers to discover and purchase Nike products directly through Google’s Gemini app and AI Mode in Google Search, removing friction between product discovery and checkout.

The integration, set to go live in early June, is powered by Google’s Universal Commerce Protocol (UCP), which enables a multi-item cart that lets shoppers complete purchases across multiple brands using payment and shipping details stored in Google Wallet — all without leaving Google’s conversational interface.

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“With this new AI-powered shopping experience, Nike is again elevating the marketplace and how consumers engage with sport,” said Shannon Glass, VP of 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.”

The launch is strategically timed to coincide with peak demand for football boots, kits, and fan apparel during the summer tournament, giving Nike a first-mover advantage in AI-assisted commerce at a high-traffic moment for the brand.

The announcement builds on Nike’s broader direct-to-consumer strategy, which spans nike.com — celebrating its 30th anniversary this year — alongside its Nike App, SNKRS, and activity apps. Investors appear encouraged by the move as the company looks to modernise its digital retail footprint and recapture consumer momentum.