Inside a jet black Los Angeles film studio, a leading player from each of the NBA’s 30 clubs lines up to show off the swanky new season’s kit.
Basketball’s big-hitters have made the journey to this launch party – Kevin Durant, Blake Griffin, Paul George – to whet the appetites of the 500 or so in attendance and the millions more following every image on social media.
Once the posing has finished, rapper and singer Travis Scott, bedecked in a Houston Rockets jersey, entertains the younger members of the audience with a brief four-track set.
Nike launched this season’s new NBA kits in Los Angeles ahead of the first tip-off next month
A leading player from each of the NBA’s 30 clubs line up to show off each of the swanky new season’s kit
Golden State’s Kevin Durant (L) and Los Angeles Clippers’ Blake Griffin show off the new kit
This razzamatazz is how US sport sets the scene for the upcoming campaign – all guns blazing to ensure excitement is at fever pitch for the first tip off next month.
But this Nike launch party also has an intriguing side, with a new technological innovation unveiled which is more than likely to find its way into the Premier League sooner than later.
All of this season’s replica shirts throughout the NBA will be equipped with a Nike Connect tag – a microchip sown beneath the league’s badge.
Scan the tag with an iPhone ahead of each game and fans can access a whole range of videos, deals and content on their favourite team.
Replica jerseys will feature a microchip, giving fans access to videos, deals and content
They might discover courtside footage, LeBron James’ pre-game play-list, downloads for the latest NBA 2K game or special offers on merchandise.
‘Think of it as a personalised pipeline between you and the player or team that you love with a frictionless connection,’ says Stefan Olander, Nike’s vice president of global digital innovation.
‘We create a shortcut by you simply tapping your phone to your jersey.
‘It immediately recognises you and then sends you the unique content.’
The NBA is likely to be merely a guinea pig for this waterproof chip too, before it broadens its horizons across the sporting world.
‘Football has an incredibly passionate following, so we absolutely see it going into other sports,’ said Olander, ahead of the system’s global launch on September 29.
‘Think of it as a personalised pipeline between you and the player or team,’ Nike proclaimed
The sportswear company plan to soon use the technology in other sports, such as football
‘There could be very practical uses too. Say for example, you’re trying to learn a new sport and the product tells you how to play that sport.
‘There are a number of rich zones we can go into with this. We think this is just a small step.’
Nike’s hope is that the technology will prompt greater interaction between players and supporters too.
When videos or features can be tailor-made for any occasion, it may become a far more fan-friendly experience than those dreary messages posted on Twitter by a player’s PR machine.
Olander added: ‘Interestingly, from the feedback we’ve done so far, the players love the idea of having a fanbase tapping into their jersey and communicating with them.
‘That’s a tremendous channel.’