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Olivier Guyot Translated by
Nicola Mira Published
August 28, 2025
Reebok is introducing a brand-new approach to sneaker drops. The sport brand is giving its US fans a chance to win 50 pairs of the new Crystal Coated Club C sneakers, fruit of a collaboration with pop singer Cardi B, launching a marketing operation via the Amazon Alexa and Google Home voice assistants. Reebok will tap a new functionality (skill) developed for these platforms.
To have a chance to win, users will have to tell the voice assistant they want to enter the competition, by saying “Open Reebok sneaker drop.” On September 7, between 10 am and noon EST, they will then have to enquire whether they have won: “Hey Alexa/Google Ask Reebok sneaker drop if I won.”
The sneakers up for grabs, in a limited edition of 50 pairs, are decorated with Swarovski crystals and are inspired by Cardi B’s latest video clip. It remains to be seen whether this new type of launch operation will have the same success of drops promoted through edgy sneaker specialist stores worldwide.
Several labels have started to introduce marketing initiatives featuring voice assistants, for example Perry Ellis, which offers style tips in reply to users’ questions. DKNY and Benefit Cosmetics offer the chance of receiving free samples on demand to subscribers to the ‘Send me a sample’ app.
Several studies have predicted a boom in the use of voice assistants, potentially leading to a large-scale development of voice commerce. Last year, consulting firm OC&C Strategy Consultants forecast that voice commerce would generate a revenue of $40 billion by 2025.