They’ve already dabbled, and we’ve already discussed connected jerseys, that bring you content specific to the team and player at the tap of an NFC enabled phone. Nike’s latest “AF1 NikeConnect QS NYC” sneakers “will come with an NFC (near-field communication) chip embedded under a NikeConnect logo on the heel of the sneaker. By using the NikeConnect app on a phone, you can tap your phone on the sensor and gain access to exclusive content and Nike events in New York City, as well as an opportunity to purchase other popular Nike kicks.”
Why it’s hot:
What Nike is doing is an interesting approach in a world where we’re overwhelmed with stuff and information. By making the things we buy portals to more of what we might like, it seems an attempt to make anything an easy gateway to discovery, circumventing all the noise involved in finding things on our own on the vast and wide internet. And if all Nike Connect products are linked to your personal account, Nike could conceivably provide you with even better inspiration based on the sum total of your “Nike closet”.