MILAN — Golden Goose is taking its customization service into AI territory.
The luxury sneaker brand on Wednesday unveiled a partnership with Google Pixel and Google’s Gemini AI which adds a high-tech, digital component to the co-creation program, integral to Golden Goose’s strategy.
Introduced in 2022 when the company unveiled its first Forward Store in Milan, the co-creation concept has been a key customer journey tool for the brand, increasingly implemented across touchpoints and merchandise categories. It was initially targeted at sneakers and later expanded to ready-to-wear and is highly focused on celebrating the brand’s craftsmanship and artisanal approach.
In the Google-mediated iteration, customers will have the opportunity to prompt the Gemini AI platform using Google Pixel devices, asking for ideas and suggestions on their co-created sneakers. The AI tool provides a digital rendering before Golden Goose’s artisans turn the sketch into a personalized item.
The experience is available at 44 Golden Goose stores globally.
“Artificial intelligence is opening exciting new possibilities for creativity and personalization in fashion. Our collaboration with Google is a testament to this vision, exploring how AI can empower self-expression and bring digital artistry to life,” said Golden Goose chief executive officer Silvio Campara.
“This initiative goes beyond innovation, redefining technology’s role in fashion. AI doesn’t replace creativity — it amplifies it. By combining machine intelligence with human artistry, we make personalization more meaningful, accessible, and inspiring for our community,” he said.
The Google x Golden Goose Co-creation service.
Andrea Veroni/Courtesy of Golden Goose
The Google tie-up is not the only co-creation partnership unveiled this month. This past weekend, the Golden Goose flagship in Florence hosted an experience in collaboration with youthful brand FiveFourFive, marking the second linkup between the two labels. The co-creation hinged on the signature Golden Goose Superstar and Ball Star designs, as well as on ready-to-wear pieces. A dedicated Golden Goose x FiveFourFive capsule collection is bowing on the former brand’s e-commerce site on Thursday.
Golden Goose was established in 2000 and is best known for its successful Superstar sneakers. In 2020, the company was acquired by the private equity fund Permira from the Carlyle Europe Buyout fund. As reported, at the end of January, Blue Pool Capital, a Hong Kong-based investment firm and family office established by Joe Tsai, cofounder and chairman of the Alibaba Group, acquired a 12 percent stake in Golden Goose.
Rumors have been swirling this week in Milan that Permira is looking to exit the brand, with interested parties reportedly including the Chinese fund Hongshan.
In the first half of 2025 Golden Goose reported a strong set of results driven by an acceleration in the second quarter and a robust performance across all channels and geographies.
In the six months ended June 30, group revenues rose 13 percent at constant exchange rates to 342.1 million euros compared with 307.3 million euros in the same period last year. Adjusted earnings before interest, taxes, depreciation and amortization inched up 3 percent to 113 million euros, representing a margin of 33 percent on sales. This compares with 109.2 million euros in the first half of 2024.
