Discussion Topic: Adidas and Nike both own wearable tech devices to track workou
ID: 370413 • Letter: D
Question
Discussion Topic:
Adidas and Nike both own wearable tech devices to track workouts and other exercise-related functions. The data tracking is just one area these sports giants are using to increase sales and loyalty. These devices link you to a website where you can interact with other Adidas and Nike customers.
The "newer sports giant", Under Armor, seems to be following this playbook of Adidas and Nike. Please read the article (see URL link, below) and share your thoughts as to why Under Armor is moving towards using technology. Share any and all opinions on this topic and if this will increase sales by attracting new customers and also making current customers more loyal.
https://blog.underarmour.com/under-armour-ces-2017/
Below is an older valuable read on this topic -- please see the link (below this post).
https://www.wsj.com/articles/under-armour-looks-to-get-you-wired-with-its-apparel-1425061081
Explanation / Answer
Under Armour is leveraging technology to create a differentiation in the market and connect with digital savvy and young customers. This also helps them sell at a higher price and shore up profitability. The innovations launched by the company in recent times focus mostly on integrating technology with the sportswear and apparel.
With such technological innovations, they have elevated their offerings and creating a differentiation in the market and among new generation customers focusing on lifestyle and health-related footwear and apparel.
Under Armour also leverages following to get a lead in the market ahead of competitors: