At OfficeTwelve, we know that launching a product that blends the physical and digital requires a unique kind of storytelling. For the Nike NBA Connected Jersey, our challenge was to create a retail experience as innovative as the tech itself.
The jersey debuts the Nike Connect system, which uses an embedded RFID tag to unlock premium content via a mobile app—from pre-game arrival footage and highlight packages to top players’ favourite music and even boosts for NBA 2K gamers. We needed to communicate this value to a diverse global audience, from die-hard basketball fans to tech-savvy newcomers, in a way that felt authentic and exciting.
Our solution was to move beyond a linear sales approach. We developed an experiential retail design that put the customer in control. This non-linear journey was built around a series of physical and digital touchpoints that facilitated self-discovery. We empowered the customer to define their own exploration of the jersey’s capabilities.
Executed by OfficeTwelve in Foot Locker and House of Hoops stores across Europe, the strategy was designed for global impact. From the moment a customer stepped into the retail space, they were immersed in a dynamic brand experience that was all about the thrill of the game and the power of connection. The result was a seamless launch that not only drove sales but also created a new community of brand advocates, fundamentally changing the relationship between fans and the game.
