Adidas is at SXSW, and the company is looking to personalize the workout experience. The Head of Digital Sports at Adidas sees the future of digital fitness products like this:
It’s not just about ‘Can we develop a new piece of hardware that is a standalone Adidas ecosystem.’ You’ll be seeing that we’ll be opening up a bunch of our content and know-how to other third party devices, and [making] it more of an open platform scenario so that we can extend onto other people’s devices as well.
It’s not about creating these monolithic experiences that we want everyone to be in, in the same way.
In 2015, Adidas bought Runtastic for $238 million. This fitness app had 100 million users. Last month, Adidas closed its MiCoach platform.
There’s more technology news this week at SXSW. Check out the schedule of tech events there. One of the notable events is ‘How Technology Has Impacted Graphic Design.’ It’s held at the Hilton Austin Downtown on March 13, 2017. ‘Search and Social Tech: Will Austin Lead or Follow’ is another event to look forward. It’s held at the Hilton Austin Downtown on March 13, 2017.
Fitness is a growing segment, with an expected value of $12.44 billion in 2022. Gatorade introduced a smart-cap bottle that features a microchip that tells the runner when to drink. There’s also a chip-enabled patch that analyzes a player’s sweat. It measures electrolyte and fluid intake requirements. More details are provided at DigiDay.