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.
We spearheaded efforts to build the digital ecosystem around the Nike x NBA partnership, including:
The Nike NBA Connect web platform
All launch communications around the partnership
'Tap in to the Game' in-store videos, combining storytelling and utility
Instructional video to introduce the new behavior of 'tapping in' to unlock the Connected Jersey to consumers
Various internal brand toolkits for category, functional and territory teams