Nike will release its new soccer app, the Nike Football App, on July 31st. It's free to download on iOS and Android.

The app will offer behind-the-scenes coverage of Nike's brands and popular athletes, and will be the first to offer premium content within Nike. It also provides access to exclusive products and events. It will also be the only way to access the Nike Academy, based at England's National Football Center and a stellar roster of professional athletes. Once launched, registration for related trial events with the chance to join the Nike Academy will be available exclusively through the app.

Various communication features are being explored, including the "Crew" feature, which allows users to create micro-communities and stay connected with friends and teammates. The "Play" section allows users to check game times, set locations using location tracking technology, and view participants. Users can also chat with teammates using the app's exclusive football emojis, just like they would with their teammates. "Connecting with players in the region will expand our community and allow us to play more games and more frequently with new opponents," said Nike Chief Marketing Officer Davide Grasso.

Nike has been experimenting with a variety of initiatives in the football field. Many players wore Nike cleats with their striking neon colors at the FIFA World Cup held in June. They held a football-related installation in Omotesando and also released sneakers with a motif of Brazil, the host country of the tournament.