Nike and AntChain elevate consumer experiences with new product traceability solution

share on

twitter /
facebook /
linkedin /
- email
- telegram
- whatsapp
- wechat
- pinterest
- line
- snapchat
- reddit

Nike has joined forces with AntChain, the technology subsidiary under Ant Group, to elevate customer experiences with the launch of a pilot programme for a new product traceability solution featuring NFC and blockchain technologies this 6.18 Shopping Festival in China.

The partnership involves the combination of dynamic encrypted NFC chips with blockchain technology, under which Nike can support the traceability of the origin of its products. This marks the first collaboration between AntChain and Nike, and both companies plan to explore further opportunities for this solution in more use cases.

Consumers can view blockchain-authenticated product information simply by tapping their smartphone on the NFC chip attached to the shoes, including the style, warehouse for shipment, and delivery date. So far, nearly 130,000 pairs of Nike shoes are covered by the solution. The solution is set to enhance the consumer experience and protect consumer rights, according to the release.

MARKETING-INTERACTIVE has reached out to AntChain for more information.

Don't miss: Ant Group and NBA China partner up to create original online content on Alipay

Ant Group is no stranger to the sports industry as it collaborated with NBA China earlier this year to create original online content and customised consumer experiences on Alipay for NBA fans in China and users on Ant Group’s platforms.

Through the collaboration, Ant Group and NBA China had developed original video content, a joint membership, an NBA mini-programme, joint marketing campaigns, digital collectibles and social responsibility initiatives to engage fans and communities. The collaboration marked the first time for NBA fans in China to gain access to NBA video content on Alipay.

As part of the collaboration, the two sides also launched an NBA content matrix on the Alipay app. Back in February, NBA China launched an NBA channel on the Alipay platform, with a range of user-generated content created by NBA China’s network of influencers and Alipay’s authorised content creators, to further connect NBA with business partners and fan communities.

share on