Sportswear Firms Set To Win ‘Smart Clothes’ Race Over Tech Giants Apple & Samsung

Sportswear Firms Set To Win ‘Smart Clothes’ Race Over Tech Giants Apple & Samsung
SHARE
THIS


What best describes you?

Under Armour – the American sportswear giant that recently signed Jarryd Hayne – has come out and said it will beat the likes of Apple and Samsung to smart clothing.

Smart clothing – for those of you who don’t know – involves stitching tiny computer chips into shoes, shorts and tops. The digitally-enhanced garments will be especially useful for sportswear, hence Under Amour’s interest.

Smart clothes will be able to do anything from tell you how far you’ve run, calories burned, heart rate, right though to moderating the body’s temperature.

I-WILL-Campaign_Canelo-Alvarez-Under-Armour*750

The technology will reportedly be so miniature the wearer will have no idea it’s even on them. It’s believed they will replace things like Fitbit watches and should start hitting shelves by about 2018.

That said, you will pay more for them and it’s thought only professional athletes will use the garments before teh concept eventually filters down to the general populace.

In a race to perfect the technology, it would appear it’s the sportswear retailers who are outgunning the big tech players. On top of Under Armour, Nike and adidas are also reportedly working hard on a smart clothes range.

Speaking to US media site Bloomberg, Under Armour’s CEO Kevin Plank said: “[Smart clothing] is our ambition. Somebody should be working on that, and not sitting around waiting for Apple or Samsung or someone else to build that type of apparel.

“We should be meeting them on the other side, so being that technical type of company.

“[Our customers] are saying ‘how does this work, I’m curious about biometric information.’ If I can give you a compelling case, why you should measure it, it’s the only thing in your life you don’t measure, whether it’s your stocks, or your bank balance. Why don’t you measure your own health?

The problem, Plank said, was that “nobody has made this easy, that’s part of the problem”. Under Amour wants it’s technology to work alongside “more than 400 different devices”.

Plank added: “Right now, if I have a Jawbone, use it for three months and it breaks, then I get a Fibit for Christmas, I now have to go to Fitbit.com. We want to create that dashboard where, regardless of your device, we are the ones that can be the central depository of your [data].”

Plank also revealed the company had plans to double sales over the next four years to $US7.5 billion.

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]