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



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

Advertising Standards Bureau Big Break video competition einsights Kellogg matthew drummond

Latest News

Aussie Success Story Afterpay Unveils New Brand Identity
  • Marketing

Aussie Success Story Afterpay Unveils New Brand Identity

Aussie retail payments platform Afterpay has launched a new global look, feel and positioning with a fresh brand identity. Founded out of Bondi, Sydney, Australia five years ago, Afterpay has skyrocketed to infinite heights, with almost 10 million customers and 55,000-plus merchants now using the platform globally across Australia, US, UK (where it is called […]

Women in Media’s Doris Li: “Listen To Your Heart And Go For It, Then Settle For Extraordinary”
  • Media

Women in Media’s Doris Li: “Listen To Your Heart And Go For It, Then Settle For Extraordinary”

How Communications’ China marketing director, Doris Li, believes ad-land professionals must be courageous enough “to be abnormal”, and listen to their hearts, to be fearless in times of change. During this year’s B&T Women in Media Awards, presented by Bauer Media, we’ll be recognising exceptional people who have achieved success in their professional arenas, celebrating […]

by B&T Magazine

B&T Magazine
Study: New Business Wins Still Resilient, But Creative Finding It Tougher Going Than Media
  • Advertising
  • Media

Study: New Business Wins Still Resilient, But Creative Finding It Tougher Going Than Media

The holding companies might be losing as much as 23 per cent of their revenue year-on-year, but new business has remained relatively resilient through 2020, the lastest research from R3 has revealed. In the first half of 2020 total new business revenue decreased 10 per cent globally – but creative agencies are having to find […]

by B&T Magazine

B&T Magazine
I’m Not Loving ‘Karens’, For What They Highlight About Our Society
  • Opinion

I’m Not Loving ‘Karens’, For What They Highlight About Our Society

In this guest post, the CEO of PR/comms agency Extollo, Katy Denis, examines the social phenomenon of our time – the entitled ‘Karens’ amongst us & why they can be such a danger… Until last week, I had no idea who or what a “Karen” is. Thanks to (and I use that term very lightly, […]

Opinion

by B&T Magazine

B&T Magazine
The Mint Partners Wins Pernod Ricard, Cemoy & Little National
  • Advertising

The Mint Partners Wins Pernod Ricard, Cemoy & Little National

Independent communications consultancy The Mint Partners has bolstered its integrated client roster and signed a number of premium lifestyle brands to kick start the new financial year. With an array of new products, services, and a focus on insight-led and creative integrated communications, MINT has enjoyed recent success with an expanded portfolio across new categories including fintech, […]

opr Adds DocuSign To Client Roster
  • Media

opr Adds DocuSign To Client Roster

Sure, it might not be a Coke or a Qantas, but opr think this win significant enough to send well-meaning press release.

Stan Acquires Heckler Co-Produced Biopic On F1 champion Sir Jack Brabham
  • Media

Stan Acquires Heckler Co-Produced Biopic On F1 champion Sir Jack Brabham

A feature length documentary on the extraordinary racing career of Australia’s first Formula 1 champion, Sir Jack Brabham, co-produced by design, animation and visual effects house Heckler, will be available on Stan exclusively from this Friday – 7 August. Directed by Ákos Armont (Aurora Films) in association with Heckler, whose co-founder Will Alexander served as […]

Would TikTok Be Missed?
  • Opinion

Would TikTok Be Missed?

Columnist poses the question - would TikTok be missed? B&T says not as much as vanilla Paddle-Pops or Best Of Red Faces.

Opinion

by B&T Magazine

B&T Magazine
Jamie Whincup And A Host Of Aussie Personalities Star In Club Marine Series
  • Media

Jamie Whincup And A Host Of Aussie Personalities Star In Club Marine Series

In a first for the Australian insurance market, Club Marine, Australia’s largest provider of boat and pleasure-craft insurance, has released a new series of videos to help explain insurance cover. With a few familiar Aussie personalities to help out, Club Marine is helping its members, as well as the broader boating community, to understand the […]