Nike NBA Connected Jersey

  • Angel Zhang
  • Cody Rubino
  • David Justus
  • johnny budden
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