Fans of the
National Basketball Association (NBA)
are known worldwide for their extreme dedication to the sport and their
eagerness to experience what it’s really like to be a part of the game.
Now, through
Nike’s
partnership with the NBA, fans can access premium NBA content in a whole new
way – by interacting with new
NikeConnect
NBA jerseys.
Tap Into The Game
For the first time anywhere, basketball fans can tap their smartphone to the
NFC-enabled label near the jersey’s hem to unlock real-time,
personalized experiences that bring them closer than ever to their favorite
players. Through an innovative marriage of apparel and digital NFC technology,
fans can tap into personal, next-level access to athletes, exclusive offers and the game they love – all on a smartphone.
The premium content includes things like pregame arrival footage, highlight
packages and top players’ favorite music playlists, as well as access
to special offers and exclusive deals. The new NikeConnect jerseys take fans
beyond the statement of wearing their favorite team apparel, making them more
connected to what’s happening behind the scenes. It’s like
having a back-stage pass to the big event, along with insider details before,
during and after the game.
How It Works
The jerseys are designed for NBA fans with a
NikePlus
Account, which is a free signup that delivers exclusive member benefits,
including free shipping and 30-day trials on every order, priority access to
Nike’s most coveted products, exclusive content from athletes,
personalized workout plans and special invites to member-only events.
Tapping into the new experiences on Nike’s NBA jerseys is easy. You
just buy an all-new jersey with NikeConnect, download the globally available
NikeConnect App to your smartphone and launch the app. Tap your smartphone to
the tag at the bottom of the jersey, where a special NFC chip is located under
the NikeConnect logo. The experience launches automatically on your
smartphone. Sign in with your NikePlus Account, and you’re ready to go.
The connected jersey NFC tags can be read by all major phones incl. Android
and iPhones (of series 7 and higher).
Exclusive Experiences
Tap in any time to unlock special team and player content, such as pre-game
arrival footage, highlight packages and exclusive offers on game day. You can
track the action with a pre-game countdown to tip-off, an in-game score, or a
post-game final score. Find out when and where your team is playing next, get
stats about your player, and view off-court highlights, recap videos and
GIFs. You can tap content for greater detail or tap and hold to share
externally with friends online.
Special offers include access to exclusive licensed products, chances to win
tickets to upcoming games and Spotify playlists from the athletes themselves.
The app also provides a history of tap-ins and rewards associated with that
particular Nike NBA Connected jersey, so fans can expand their experiences by
connecting with more than one player’s jersey.
Videogame Tie-in
Another feature of the NikeConnect App is the ability to get boosts for
NBA 2k18, a basketball simulation video game developed by Visual
Concepts and published by
2K Sports. Released in 2017 and ready for the upcoming season, NBA 2k18 is praised by
video-game critics for its realistic depiction of actual NBA players, past and
present and gives gamers an inside feel for the sport. Now, with boosts
available through NikeConnect jerseys, fans who are also players of 2k18 have
an added incentive to “look the part”, with a branded jersey,
while enjoying an immersive gaming experience.
The Future of Fan Apparel
The Nike partnership with the NBA, announced in 2015, begins with the
2017-2018 season. The NikeConnect system was introduced in September and
includes the USD110 “Swingman” replica jerseys and USD200
authentic jerseys, now on sale.
NFC-enabled apparel is a powerful trend in retail, and represents an approach
that is expected to continue well into the future. Brand owners in the fashion
and accessories segment have been quick to adopt NFC as a way to engage with
consumers, enhance brand value and build loyalty. By adopting this trend,
Nike and the NBA show they recognize that NFC tags let the product itself
deliver brand content, helpful services and personalized experiences. NFC
lets fans quickly access exclusive digital content and VIP offers, while
expressing their love of the game.
Related Links
Nike page for NikeConnect Jerseys
NXP’s NFC Technology Hub
