The world is becoming a lot more dangerous, with shopping as easy as tapping an iPhone screen. There will undoubtedly be a lot of this happening with Nike's new Tech Book, a live, interactive lookbook app that supports the brand's popular Sportswear Tech Fleece Aeroloft and Sneakerboots collections.
Mashable got the first exclusive look at the interactive experience, which allows shoppers to buy and ship items before they launch. We found that there were a couple of cool features, like tilting left or right to see what the shoes could look like in both darkness and in light. Others were the 360-degree experience, where users could see what the products look like from each angle, which comes in handy when you don't have the physical shoe in front of you.
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"At Nike, it’s in our nature to innovate,” says Davide Grasso, Nike’s chief marketing officer, to Mashable. “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.”
Another rather gratuitous feature includes the athletes featured on the app, photographed in a multitude of poses including: Colin Kaepernick, Maria Sharapova, Neymar, Wu Hai Yan, and Cristiano Ronaldo, among others. Possibly the best feature includes short videos of each, where each tap of the screen allows you to scroll back and forth in slow-mo. This came in hand with a close-up of Cristiano, one in which he raises his right eyebrow. We tapped the screen and controlled this (rather gleefully) back and forth. It really never got old.
It's a win for Nike, and a good example of how a brand can create storytelling within a mobile platform. It'll be interesting to see how others follow suit. The app, which launches today, can be downloaded on iTunes here, and Google Play here.