AKQA: Nike NBA Connected Jersey
Defining future fan-to-athlete connection
Nike partnered with AKQA to transform a passive piece of apparel into interactive technology, designed to bring NBA followers closer to its biggest stars. Each of the NBA connected jerseys features a unique NFC chip — the same technology used in metro cards, or for Apple Pay — built into its jock tag.
Using NikeConnect and tapping their smartphone on an NBA jersey, fans are able to unlock real-time, next-level access to curated game highlights, exclusive offers, music and premium content experiences.
Through a global integrated launch campaign, fans everywhere from Chicago to Shanghai were then invited to “Tap in to the Game”. Through its first of many NikeConnect product releases, the world’s leading sports apparel brand has taken an innovative leap forward and defined the future of fan connection not just for the NBA, but for all sports.