Nike assembled the troops overnight in Los Angeles to usher in their new big-dollar deal with the NBA. After months of speculation, the covers were thrown off to reveal a bunch of whizz-bang innovations. There's high-tech socks and jocks, as well as a very sharp track top that is officially known as the Nike Therma Flex Showtime Warm-up Jacket. The stand-out highlight was the new Nike NBA jersey which incorporates the NikeConnect app that allows fans to watch extra content, purchase tickets, access Spotify playlists made by athletes and order NIKEiD hot dogs with your choice of different buns and condiments*. Just tap the NBA logo with your smartphone and a microchip inside fires right up to get the ball rolling.
All in all, it was a mightily impressive and tantalising look at how Nike plans to embrace generation next. From sneakers to gaming to retail and sport, mobile technology is obviously the future of every single thing in the entire universe. For all NBA fans outside the entire universe (aka North America), we are also delighted to report that the app will work globally on both Android and Apple.