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Wearable tech has proved to be a bit of a bully for footwear brands. Adidas is the latest of the bunch to ditch its own wearable tech attempts in exchange for developing future digital experiences.
Recently, adidas has decided to close its Digital Sports Business sector. This unit staffed 74 employees, and would oversee digital accessories and sensor footwear, like those included in the miCoach range. As a part of a business restructuring, adidas plans to incorporate the former Digital Sports staff into other areas of the company as a way to cut the clutter and streamline its digital ongoings. This strategy will place greater focus on the updated adidas store app and the Runtastic app.
Focusing on creating great digital experiences versus wearable tech for footwear brands has shown to be a beneficial strategy. Case in point: Nike discontinuing the FuelBand in 2015 and embarking in a partnership to produce the Apple Watch Nike Edition. Similar to Nike’s partnering with Apple, adidas has plans to release the Ionic watch in 2018 with FitBit.
Shifting its priority from hardware to cultivating its software services seems to be the best move for adidas, and is a business strategy being implemented across various industries. To be honest, adidas has been taking steps to improve its digital services, like adding extra security to combat bots on the Confirmed app. Creating products is something that these brands have done for decades, but in today’s digital landscape, it’s crucial to offer an amazing experience since that is what builds true brand loyalty.
What makes your favorite sneaker apps different from the others? What types of services (order RSVP, exercise library, etc.) does it offer? Let us know on social and keep it locked to Nice Kicks.
Source: Engadget
