Nike has further embraced the integration of fashion and tech, with the deployment of Google Assistant voice commands to wearers of its basketball shoes – “Hey Google, tighten my shoes.”

The Nike Adapt BB basketball shoes boast a ‘power-lacing system’, which tightens sneakers at the push of a side button.

Google has now rolled out ‘Hey Google’ capabilities to the Nike Adapt companion app, offering shoe tightening by speaking into a person’s smartphone.

It comes as Google ramps up its third-party virtual assistant support to nearly thirty apps including Spotify and MyFitnessPal.

The Nike smart shoes retail for around US$400 and incorporate built-in motors and train sensors to gauge shoe tightening.

Users can take customisation even further by inputting different setting for different moments of a game – preset via the Nike Adapt app. More digital services are also tipped to roll-out over time.

Consumers can further adjust Google Assistant commands for their Nike sneakers via the app.