【silent women and shrews: eroticism and convention in 'epicoene' and 'measure for measure.'】

The silent women and shrews: eroticism and convention in 'epicoene' and 'measure for measure.'only way to access Nike's new app? Tap your phone on an NBA jersey.

Nike has announced a new stage for its eight-year NBA partnership, in the form of a jersey-connected app.

SEE ALSO: How Nike turned the shoe drop into a high-tech treasure hunt

Officially announced on Sept. 16 at an event in Los Angeles attended by players from all 30 NBA teams, NikeConnect is a new app activated by Nike's new jerseys.

Original image has been replaced. Credit: Mashable

Users must tap an embedded NFC chip hidden behind a tag at the bottom of their jersey with their smartphone, which will then launch the NikeConnect app.

Each NFC chip will generate different content depending on which player's jersey you buy. Sign in with a NikePlus account to land in the central "Team" tab of the app, with a status bar, player stats, pre-game countdown, in-game score, or post-game final score. You can access pre-game arrival footage, highlight reels of your team and interviews 30 minutes after every game.

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Original image has been replaced. Credit: Mashable

The app also features early access to gear, special event tickets, Spotify playlists from athletes, boosts to NBA 2K18and more.

Here's the ad campaign, boasting the tagline "Tap in to the game."

The NBA and Nike announced an eight-year global merchandising partnership in June 2015, making Nike the official apparel provider, starting with the 2017-18 NBA season. 

Nike's connected jerseys will be available online globally from Sept. 29 — prices are yet to be announced. They'll work with with compatible NFC-enabled Android and iOS devices.

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