To provide a radical new fan experience, Nike and the NBA have unveiled the Nike NBA Connected Jersey, that via an iOS NikeConnect app provides the wearer an all-access pass into the world of their favorite team and players.
To enable this new experience each adult-sized Nike NBA Connected Jersey will now come with an embedded NFC chip that will launch real-time team and player content such as pregame arrival footage, highlight packages and top players favorite music playlists, all on the jersey owner’s mobile device.
Additionally during the season, a wealth of exclusive offers and experiences will also bring fans closer to the game they love.
The jersey becomes a digital key
This is a classic shift from product to platform. The jersey is no longer just merchandise. It is an authenticated access point that unlocks value over time.
- Persistent identity. The NFC chip links the physical item to a digital experience layer.
- Content as a benefit. Real-time clips, highlights, and playlists extend fandom beyond game day.
- Lifecycle engagement. Season-long offers and experiences create reasons to return repeatedly.
Why NFC is the right interaction here
NFC is fast, familiar, and low-friction on mobile. It turns “launch the app” into “tap the jersey”. That matters, because fan engagement dies quickly when the steps feel like work.
The best connected products reduce steps. They make the physical object the interface.
In sports and entertainment merchandising, the strategic unlock is to turn ownership into authenticated access, so the product keeps earning engagement long after the purchase moment.
What this signals about the future of fan experiences
Connected merchandise can do more than push content. It can authenticate presence, segment offers, and reward loyalty in ways that are difficult to achieve through generic apps alone.
- Access becomes the differentiator. Not just ownership.
- Value becomes ongoing. Not one-time at purchase.
- The product becomes a channel. Not just a display of fandom.
What to take from this if you build connected products
- Start with a clear benefit. Content and access are the reasons to tap.
- Make activation effortless. Tap-based interactions beat long onboarding flows.
- Design for a season, not a moment. The experience must evolve over time to stay relevant.
- Use exclusivity carefully. The best offers feel earned, not gated for the sake of it.
A few fast answers before you act
What is the Nike NBA Connected Jersey?
It is an NBA jersey from Nike that includes an embedded NFC chip and works with the NikeConnect iOS app to unlock exclusive team and player content and experiences.
What does the NFC chip do?
It enables tap-to-launch access to real-time content such as pregame arrival footage, highlight packages, and player playlists on the owner’s mobile device.
Why is this a “radical” fan experience?
Because it turns a physical jersey into an access pass that can deliver evolving digital benefits throughout the season, not just at the moment of purchase.
What kinds of benefits can connected jerseys unlock?
Exclusive content, season-long offers, and closer-to-the-game experiences that reward fans for owning and engaging with the product.
What is the transferable lesson for brands?
If you can make a physical product an authenticated key to ongoing digital value, you can extend engagement well beyond the initial sale.