Nike, the world’s largest sports equipment and sportswear manufacturer, announced on Thursday, the launch of its new ‘Tech Book’ app. The Android version of the app is now available for download on the Google Play Store. The new app is being described by Nike as a live, “interactive, shoppable lookbook app” that can display the entire Nike collection, including the company’s popular sportswear sub-brands – Tech Fleece Aeroloft, Sneakerboots and of course, the iconic Air Jordon collection. This is reportedly the very first Nike app which allows users to browse through the entire catalog of the company, meaning users on mobile devices won’t have to strain their eyes trying to weave through the company’s website on tiny smartphone screens.
As for the app itself, while it does allow users to make purchases straight from the app, it’s the whole browsing experience that seems to be fairly unique and enticing, as the software makes clever use of the sensors available on smartphones to allow users to see what the products would look like under different lighting conditions, by just tilting the phone left or right. Another feature of the app that can be fairly useful is the ability to view a product 360 degrees before making a purchase decision. Sure, the small screen will remain a handicap, but the 360 degree view will give potential buyers an idea about what to expect from the product in real life. According to the announcement from Nike on its official site, the app will also feature behind-the-scenes footage of a number of champion athletes within the Nike fold, including San Fransisco 49ers QB Colin Kaepernick, Russian tennis ace Maria Sharapova, Brazilian soccer player Neymar Jr. and Portuguese soccer star Cristiano Ronaldo, among other notable professional athletes.
Announcing the new app, Mr. Davide Grasso, Nike’s chief marketing officer, said, “At Nike, it’s in our nature to innovate. This extends beyond products to experiences, such as the Nike Tech Book. This immersive, interactive and shoppable style guide makes it simple for Nike+ Members to learn about, experience and buy Nike Sportswear’s most innovative holiday products”. It remains to be seen if the app does catch on among would-be sportswear shoppers, but in case it does, it would be interesting to note the reply from smaller rivals like Reebok / Adidas, Puma, Fila or indeed, other, completely unrelated brands with merchandise to sell.