The football retailer Unisport, founded in Copenhagen, has over thirty years of experience in the field of football boots. Today, the company announces the launch of Zoai: a novel, AI-powered developer and expert for Nike shoes, now available online.
As the biggest tournament of the year officially begins, millions of players and fans are looking for guidance on which Nike shoes to wear. Zoai is Unisport’s answer: a conversational AI experience and a Nike shoe expert standing alongside long-time presenter and shoe expert JayMike.
Help players choose the right Nike shoes
Zoai is not an ordinary chatbot. She is a fully realized AI personality developed by Unisport. Unisport is one of the world’s largest football communities with over two million Unisport FC members, an annual reach of more than one billion and the trust of over twelve million followers on social media.
Zoai is a French AI developer based in Paris who has a slight obsession with the game, its gear, and its culture. Her name is a conscious signal because Zoai makes the AI identity clear. Unlike human experts, she is available 24/7 on zoai.unisportstore.com and on selected social channels. It can be found on zoai.unisportstore.com as well as on TikTok, Snapchat and Instagram and is developed by the Dutch sports marketing agency On Your Marks.
“Zoai is one of the most ambitious innovation projects we have developed at Unisport. What makes it so exciting is not the technology alone. Rather, the AI allows us to expand the expertise, creativity and football knowledge that our human developers have built up over many years. Jay Mike and our content team remain at the heart of our connection with the football community. Zoai adds a new level to this relationship. It makes trusted advice on Nike shoes more accessible, personal and available at any time to players they need,” says Marcos Lemus, Social Media & Creative Director at Unisport.
Designed for the moment
The timing of Zoai’s launch is no coincidence. One of global football’s greatest moments has just begun. In keeping with this, Nike has officially unveiled the next generation of its flagship soccer shoe franchise: the Nike Mercurial Vapor 17 and the Nike Mercurial Superfly 11. Zoai’s knowledge base is based entirely on Nike. It includes the entire archive of Nike boots and everything you need to know about the latest Mercurial launches.
Strategic context
Unisport has always been more than just a place to buy football boots. Through community, content and trusted voices like JayMike, Unisport has spent years helping players understand products, compare options and choose the right shoes for their game. Zoai is the next step in this mission. She is an AI-powered varsity sports personality designed to make Nike shoe advice more personal, accessible and available at any time. It does not replace JayMike or Unisport’s human expertise; it expands it.
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