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Nikes Sponsorship Deal with the NBA is the Future of Consumer Purchasing
Sometimes, I’ll read something that makes me think the future is a lot closer than we think.
Reading details of Nike’s sponsorship of the new NBA jerseys and their technological capability is one of those times.
To produce the NBA’s merchandise for the next 8 years, Nike has forked over $1 billion, but what they are revolutionising is consumer behaviour and market intelligence.
If that sounds like a lot of money, you need to appreciate what follows
This is about far more than selling merchandise. It’s about collecting a huge data set of the consumers purchasing their jerseys. To incentivise this you are encouraged to sync your jersey to an app called NikeConnect. Through the app, fans will be able to access exclusive content, highlights of the player whose jersey they purchased in addition to discounted shoe deals.
Furthermore, the consumer has the power to alter the performance of their favourite players on NBA 2K18.
