Nike, NBA Connected Jersey, Brand Partnership, Product Strategy & Launch

BRINGING HUMAN VALUE TO A MULTI-YEAR BILLION DOLLAR BRAND PARTNERSHIP…

When Nike signed an 8-year partnership with the NBA, we had the opportunity to revolutionize the basketball fan experience. Today’s generation of young basketball fans care about more than just the broadcast. A new media landscape where teens are as likely to learn about their favorite players directly from Instagram as they are from watching games meant that the value lies more in connection than it does in broadcast.

The insight:

Of the half a billion global basketball fans, only a small percentage will ever get to attend a game. The emerging need for connection is not currently being served. The jersey has historically been the most powerful symbol of any fan’s connection with a player or team - we wanted to reassert the emotional value of the shirt by making it a portal into your favorite player and team on a deeper level.

The idea:

The NBA Connected Jersey - Nike’s first foray into connected apparel. We created a digital experience completely personalized to the player whose name you wear on your back. On gamely fans can tap in to get access to the best plays from the games, exclusive product not available anywhere else, and other elevated experiences such as Spotify playlists from the teams. We also created an integrated global launch that leveraged Nike’s own channels as well as partners and athletes. We led the development of the product strategy and communication with the NBA, teams, and other stakeholders such as Spotify and NBA2K gaming platform, providing updates on performance, impact, and guiding them to support the marketing initiatives.