Nike are looking to push the boundaries of what can be done with sports clothing in the form of the new Chelsea football shirt.
The new third kit will be the first to make use of Nike’s groundbreaking “Connect” technology, which allows phones to ‘talk’ to the jerseys.
Fans will be able to scan their football shirt which will allow them to access to other kinds of experiences, such as trips to matches and the ability to participate in the creation of a crowdsourced “Fan Jersey”.
The shirt will have a small tag in it that can be scanned using an app which will grant users access to different perks, depending on the kit they have purchased.
A ‘Fan Jersey’ section will offer an interactive element for fans, where they will be invited to design their own shirt, known as the Chelsea FC Shirtholder’s Edition.
Users will work with Nike kit designers to give their input on a new design, and only “shirtholders” will be able to buy that new kit.
Nike has already rolled out the technology in the NBA, though the Chelsea third shirt will be the first time it is made available in a football kit.
It will be released in selected markets for the new season. It is available now directly from Nike or from Chelsea’s Stamford Bridge store.
Nike have made headlines with their latest advertising campaign that features Former San Francisco 49ers quarterback Colin Kaepernick.
Kaepernick became known for taking a knee during the national anthem before a match two years ago. The campaign has been met with a mixed response.