Photography by Sharmarke Abdi

Nike Launches ‘Toronto Wants It All’ Campaign, Just in Time for Basketball Season

Back in June 2015, Nike announced an eight-year global merchandising and marketing partnership with the National Basketball Association (NBA), starting with the 2017-18 NBA season. Now, the new and improved uniforms we have all been waiting for has finally arrived.

Leading up to the launch, a team of Nike designers, engineers, pro players and sports scientists worked together to develop the league’s most technically advanced jersey and shorts. Not only do the jerseys have a more streamlined fit but they also wick sweat 30 per cent better than the previous NBA uniforms.

Fans, too, get a major upgrade to their apparel, with a smart jersey jock tag that can be scanned to unlock real-time, personalized experiences using a smartphone and the NikeConnect app. When fans tap on their team’s jersey, they’ll be able to access a pre-game countdown, an in-game score or a post-game final score, along with information on where and when their team is playing next, plus stats about the player whose jersey they are sporting. Performance and off-court highlights including recap videos and GIFs are also available through the NikeConnect feature.

To celebrate the launch of the new and improved jersey, Nike Toronto tapped 14 influencers to style the Toronto Raptors jersey in their own unique way, with the help of stylist Bobby Bowen (who also appears in the campaign). Dubbed ‘Toronto Wants It All,’ the Sharmarke Abdi-photographed lookbook proves the jersey looks fresh on and of the court, especially as a statement piece.

Check out images from the lookbook below: