Nike: NBA Connected Jersey

Insight

There are half a billion basketball fans globally. Only a small percentage will ever get to attend an NBA game.

When Nike signed its eight-year partnership with the NBA, there was opportunity to grow the game by bringing fans everywhere closer to courtside.

But in a generation that demands more, the partnership needed to look beyond passive broadcast. It needed to make fans feel a part of the game through an authentic connection to the players, teams and culture they love.

Idea

A jersey that connects you to the name on your back.

Every Nike NBA Connected Jersey comes built with a personalised digital experience, unique to every single player and team in the league.

On gameday, fans can tap their phone on the NikeConnect jock tag to gain unprecedented access to the latest Nike product, highlights from the game, and premium experiences. Through a global integrated launch campaign, fans everywhere from Chicago to Shanghai were then invited to Tap In To The Game.

Impact

Defining the future of fan-to-athlete connection.

The jersey has been transformed from a passive piece of apparel into a seamless connection to real and rare experiences, making even the furthest fans feel a part of the action.

When interviewed, some of the biggest athletes in the game were inspired by a deeper insight into and connection with their fans, no matter where they are around the world.