Golden Goose has long been the sneaker brand for people who like their shoes a little scuffed and a lot personal. But this new partnership with Google Pixel flips the idea of “personalization” into something more futuristic — and more human at the same time.
Inside select Golden Goose boutiques, customers can now pick up a Google Pixel device, open the Gemini app, and use a dedicated “Gem” — essentially a creative prompt interface — to generate digital artwork in seconds. That could mean your name etched in glitch-art typography, a dream pattern inspired by your favorite city, or a bold motif that looks like it came straight from an AI’s imagination.
Once you’re done designing, real artisans step in. They hand-apply your AI-generated artwork onto Golden Goose’s iconic sneakers, making each pair a true one-off. The entire experience lives at the intersection of machine intelligence and Italian craftsmanship — a co-creation that feels both intimate and futuristic.
“We wanted to explore how AI can amplify self-expression, not replace it,” said Golden Goose CEO Silvio Campara in a statement. “It’s about creativity made personal.”
Google, meanwhile, sees it as a natural extension of its Pixel 10 lineup and Gemini AI platform — tech that’s meant to sit in the palm of your hand but express something far larger: you.
The project also marks one of Google’s clearest moves into retail-based AI experiences. Rather than keeping Gemini inside apps or developer demos, the company is now embedding it directly into lifestyle spaces. If you walk into a Golden Goose store in Milan, New York, or Tokyo this month, you might find shoppers standing at digital kiosks, Pixel in hand, mid-brainstorm on what their next pair of sneakers should “feel” like.
For the fashion world, it’s another sign that AI isn’t just creeping into workflows or marketing campaigns — it’s entering the creative core. The collaboration hints at a future where algorithms and artisans share the same table (or in this case, the same workbench).
And yes, your next pair of sneakers might just have a little bit of Gemini in their sole.