Nike connects the NBA jersey with fans

Kevin Durant, star of the Golden State Warriors, with the new t-shirt and logo of Nike Connect, the fan app, in the background. DAVID MCNEW AFP

Nike has snatched Adidas one of the most desired contracts. From the 2017-2018 season starting this fall, all team shirts will be from Nike. They have not only refurbished the design, but have created an innovative experience to connect with fans, the digital world focused on the experience of the game and content, merge with the garment.

Just as they did with the runners , a tribe they have managed to capture and make their own until becoming one of the great values ​​of the brand, with NikeConnect want to create an intense relationship with the NBA fans. It is sport, yes, but also a great spectacle. This time do not focus on physical exercise, but the content becomes the center of the experience.

The shirt they have created has a redesigned design from scratch, fits more, but leaves freedom. The cut of the shoulders, for example, has been made from scratch, the straps are not so classic, but they pretend to be more functional. Perspiration is different, with two types of tissue depending on the area of ​​the body. The same happens with the interior and exterior of the garment. But this is not the true technological revolution, but the chip they have included in the bottom of the garment. Where previously was the NBA logo and a certification of authenticity, now an NFC chip (Near Field Contact, in Spanish), the same is usually used for payments, both on Android and on the iPhone.

Adam Sussman, Digital Director of Nike, explains the philosophy with which they have built the application: "With great respect for the tradition of this sport and with a view to serving the players, but also to bring, as never before, . We want to replicate the success of the applications we already have, as in the case of runners . "

In the technological environment, since the arrival of voice assistants, a post-mobile world is often spoken. The manager has his own vision: "There is still a long way to go. With experiences like this it is shown that more options can be explored. "

Certificate of authenticity where the NFC chip is integrated. NIKE

The choice of this chip is not fortuitous: "we wanted something light, but also resistant and not interfere with the game. The shirt can be washed without fear. We've been working for an entire year with Apple to make an outstanding experience. "

This technology now opens the door to content related to the current affairs of the basketball league. Nike and NBA want the buyer of the shirt to wear it every day that plays their team, pass the mobile over that area and appear data, animations, videos and offers of clothing, tickets and special events. The more you use, the more possibilities

A transmedia proposal well constructed. Consider, for example, that the same profile has t-shirts of several teams. Something that in Spain would not be understood, here it obeys more to the veneration of the stars, above the clubs. That is, the number and name that is carried on the back affects the content to be seen and the experience proposed. There will be videos of all the teams and players.

During the match the relationship between fans and teams has been strengthened. Even if you watch at the stadium or on television, at Nike you want them to repeat the gesture of bringing the mobile to the label to see results, replays and messages of players, as well as one of the obsessions in the United States, detailed statistics. They have not forgotten the last fever, the GIFS, that can be sent to Twitter, Facebook and messaging applications.

The gesture of passing the mobile over the chip unlocks content. NIKE

Fans, in this first phase, will not communicate with each other. An option they hope to add in the future. They prefer to go from less to more. The redesigned t-shirts go on sale in the United States on September 29 and shortly after they reach the rest of stores around the world.

In the latest call with analysts, Mark Parker, CEO of Nike, gave an idea of ​​the relevance to this new format: "Our digital products have exceeded a significant milestone in fiscal year 2017. Nike.com and our applications generate more than 2,000 million in revenue, is almost double that two years ago.

Closer agreements include two. With NBA 2K18, the official video game, it will generate a special interaction. With Spotify you will be able to listen to the playlists of the players. The same music they use in training, concentration or on-track will be available to the owners of the shirt.

Nike marks a new line of business, in which the audiovisual broadcast, the relationship with fans and stars, as well as the sale of clothing are mixed. And, tactically, they put a stop to piracy with the sale of imitations.

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