Nike is turning to Twitch, which boasts a bustling ‘sneakerhead’ community, to introduce its latest shoe launch. Beginning at 9 am ET today, the iconic athletics brand will live stream a press conference from its New York City headquarters, which will be broadcast on Twitch’s homepage.
At the same time, pre- and post-show commentary will be furnished by FreshStock — an interactive weekly show about sneaker culture that is produced by Twitch Studios, the company’s in-house production unit. FreshStock is hosted by three Twitch staffers: Bash ‘Bashlol’ Mussa, Ray ‘Hypebeast’ Li, and Zhi ‘Z’Chew. The pre-show kicks off at 8 am ET, and will feature an appearance by the popular Twitch streamer and Fortnite player Nate Hill (pictured above), who is a member of the FaZe Clan. The post-show will feature interviews with Nike execs, athletes, and influencers.
Twitch notes that both the FreshStock and Nike streams can be co-streamed — meaning that other creators can share these video feeds with their own channels while offering commentary.
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This isn’t the first time that Nike has turned to Twitch to generate buzz for a shoe launch. Back in 2015, per DotEsports, the company debuted a Kyrie Irving shoe model during a Twitch stream of NBA 2K16, in which Irving’s character could be seen sporting the shoes in the game.
