MattB Customs founder photographing the nameless custom sneaker made for Google's Find That Thing campaign

Google 'Find That Thing': A Nameless Custom Sneaker Campaign

We were tasked by Google to create a nameless custom sneaker for their "Find That Thing" campaign - a new feature where you take a photo of a product and Google searches the internet to find it.

Best fit for: a brand who wants to learn into niche craft for creative output, backed up by a real prize to drive engagement.

Built to have no name

The brief was specific: create a custom sneaker with no name, so it could genuinely put the new visual search feature to the test rather than being found through a simple product search.

Nameless custom sneaker created by MattB Customs for Google's Find That Thing visual search campaign

On billboards across two cities

The design featured on billboards across Manchester and London, live for a week, inviting people to scan and enter a competition to win a pair in their chosen size.

Find That Thing Google Campaign billboard in Manchester . MattB Customs team in front

A hand-painted design, scanned into fabric

The design itself started as a collaborative hand-painted canvas, which we scanned and turned into fabric. That fabric was then cut, glued and sewn across the shoe, finished with further hand-painted assets around the sneaker. We created 100 pairs in total.

Hand-painted canvas design turned into fabric for Google's Find That Thing custom sneaker by MattB Customs

The reach

The campaign generated a lot of social coverage and UK-wide awareness.

Want a standout product built to prove a new feature or concept? Get in touch via our Work With Us page or email business@mattbcustoms.com, or browse our full Case Studies library for more examples.