For decades, Nike has defined the look, feel, and style of basketball both on and off the court. From iconic silhouettes and game-changing innovations to dynamic personalities and raw storytelling, everything Nike Basketball does helps to fuel a worldwide culture of athletes and fans who live and breathe hoops. Nike virtually created the basketball apparel category, and now they’re driving it forward with a new generation of fan-focused, style-obsessed, technically-innovative experiences.
Three years ago Nike heralded the next era in hoop culture with the announcement they were re-claiming the contract as the exclusive on-court apparel provider for the NBA. The challenge was to balance meaningful innovation with a fan-focused experience that would draw athletes, die-hard fans, and sneakerheads closer than ever to the sport they love. We partnered with Nike Basketball’s internal team to help pioneer the digital experience, product messaging, and retail launch strategy for their first product, the Nike NBA Connected Jersey.
The Nike NBA Connected Jersey goes beyond anything in the apparel space today, leveraging Nike’s proprietary NikeConnect technology to deliver tailored content directly to fans based on location and team affiliation. We helped to pioneer a new method of experiencing NikeConnect using the embedded NFC chip with a custom app prototype and video player. The new experience gives fans a fresh experience with exclusive NBA content, VIP experiences, and behind the scenes footage whether in the store or in the stadium.
“Our goal was to create a seamless user experience driven by technology. Factoring in the variables of a retail environment. The experience needed to quickly load the highest quality video to help drive consumer engagement.”
— Nathan Searles / Technical Director
“To match the larger than life athlete entrance, we designed an initiative zone that allowed multiple fans to get up close and personal with their favorite teams and gain never before seen access to their favorite players.”
— Aaron Carlsson / Creative Director – Brand
Nike Global Basketball entrusted us to introduce their next era of connected gear to the world as a proving ground for expanding the experience across categories and product applications. The consumer experience for the Nike NBA Connected NBA Jersey established a framework for a custom, ownable solution that bridged the gap between tech and experience, delivering seamless content directly to fans across the globe.
Basketball is rapidly becoming the next global sport, and the Nike NBA Connected Jerseys is giving fans more access than ever before across multiple languages, in Nike stores around the globe, and developing a deeper connection with the athletes and teams fans know and love. We’re excited to see the work come to life in 2018, and look forward to pushing the future of connected wearables with Nike.