September 22nd, 2017
To kick off the partnership between Nike and the NBA for the 2017-2018 season, the companies will deliver an innovative experience for fans by debuting the new Nike NBA Connected Jersey through the NikeConnect app.
Launching on September 29, the jerseys will be made available exclusively online. NikePlus members and fans will be able to gain access to curated NBA content including highlights, news about their favorite players, exclusive gear and music playlists. Fans can use this as a gateway to stay connected and up to date with information and statistics surrounding their favorite NBA players.
Once the jersey has been purchased, the next step is to download the NikeConnect application which is available for iPhone 7 devices and above operating on iOS11 software as well as Android smartphones enabled with NFC capability.
After the NIKEconnect app is downloaded, content is instantly unlocked. By tapping your smartphone on the tag at the bottom of the NBA jersey, it recognizes a special NFC chip located under the NIKEconnect logo.
The final step is to create a NikePlus account which then redirects fans to a page displaying a congratulatory message along with an image of the jersey.
Mark Parker, Chairman, CEO and President of Nike stated, “After helping fuel the sport’s impact for years, we are thrilled to now be able to push the boundaries of what’s possible directly with the NBA. From modernizing the look of the game to revolutionizing how fans can be a part of it, we can’t wait for the season to start.”
It will be interesting to see how receptive the fans are to the new sportswear and if they will be willing to go the extra mile to connect with their favorite basketball stars. If the jerseys are well received, this could open doors for other big brands to offer specialty items in exchange for exclusive content. For a closer look at how the jerseys are expected to work, check out Nike’s video below.