NBC, the official Olympic broadcaster in the United States, will direct viewers to a newly launched platform from where they can browse and buy replica worn by athletes competing at the Games.

The platform, accessible here, is being used for the first time at an Olympic Games. 

It follows other initiatives launched by Visa including the use of wearable payment devices, such as payment-enabled gloves, commemorative stickers and Olympic Winter Games pins which connect with contactless payment terminals compatible in South Korea.

“Visa is constantly looking for new and innovative ways to bring seamless commerce experiences to fans,” said Chris Curtin, the company's chief brand and innovation marketing officer.

“While the wearables will transform the payment experiences for fans attending the Games, this integrated shopping experience is Visa’s way of embedding the future of retail into the viewing experience for those fans cheering on Team USA at home.”

NBC will integrate the platform into "on-air prompts and digital channels", directing fans to what is being advertised as a "new shopping experience that features similar products to what they are seeing on athletes". 

Kit available will include sweatshirts, beanies, mittens, t-shirts, hats and more.

“We are committed to making the at-home viewing experience as engaging for fans as possible,” said Dan Lovinger, the executive vice-president of Ad Sales and Sales Marketing at NBC Sports Group

“Incorporating a retail component into our broadcast is just another way fans can bring the Games into their home and support their favorite athletes.”