The trend of sport connected

The connected objects represent a big opportunity for the sport industry. In 2006, the group Nike launched Nike+ which used a wireless sensor connected to an iPod to record the data of a run. Data was sent to a server. This allows the brand to collect a lot of datas on its runners. Those datas helped Nike to understand its users and improving its technology.

Nike also launched two years ago its bracelet Nike + FuelBand, this bracelet can be used by everyone on a daily basis it aims to glorify common efforts as walking, climbing stairs or dancing. This connected bracelet making possible to trace its sports activities and to share them with its friends via a dedicated application.

Apple watch Nike +

 Thus this brand has always been a pioneer in technology and still continue. Indeed, in October Nike launched with the famous Apple group the Apple watch Nike+ the latest connected watch. This watch obviously is intended especially for the amateurs of running but can also be used by everyone. The watch is connected to the Nike + run app. This app allows runners to track performance, plan challenges, add reminders for sessions and make virtual competitions. This app is also connected with social networks, users can receive advice and motivations from other members of the club. In fact, the watch become your partner of sport. It is mainly designed to motivate us. Every day, it proposes spontaneously to user if he wants to run by sending a text “When will the next Run? ".  

Moreover, the watch displays for each session the distance traveled the previous time and proposes to match it. This is a good way to be stimulate. It is also possible to select the distance, the duration or the speed that one wishes to maintain. All of these features allow Nike to fulfill its mission perfectly on this point. The Apple watch Nike + is more dedicated to sport amateur than experts. It a very good tool for people who want to stay motivated, or even stimulate themselves with other riders.

But Nike is not the only sport equipment manufacturer to get into connected objects. Adidas launched a range named miCoach with for example a smart soccer ball or a connected watch called Zone. This smartband has been created for sports lessons. It has a heart rate sensor that stores data to allow sports teachers to watch their students' physical health statistics. Thus, coaches can adapt their training according to their student’s abilities and results.

Runtastic app

Moreover, the number two sports equipment companies proves the importance of the numeric with the purchase of the famous Runtastic app for 220 million euros. The app was created in 2009 and known an important growth in a short period of time. There were more than 140 million downloads and 70 million registered users. This is an opportunity to target highly engaged users. Moreover, this association brings the Adidas Group a way to improve its knowledge of sport thanks to the new collected data. Herbert Hainer, CEO of the Adidas group explained that “Digital technologies are providing new capabilities and insights to help athletes of all levels take control of their sporting destiny – whether improving their performance, sharing their experiences, or creating their own great social moments of sport”.

Runnkeeper app

        

In fact, every sport companies has to integrate the digital world and has their own app, this is the case of the giant Asics which bought the Runnkeeper app to compete with other brands. This allows the brand to collect the data of 33 million users what will allow the brand to know more about the users.

            

 These three brands demonstrate that there is a real change of mentality in the world of sport for some time. Sport companies are no longer just selling they are now trying to offer consumers a real experience. The new connected objects allow brands to be involved in their consumer’s life thanks to the collected data which help the different groups to better know their users and consequently to be able to offer a range of products more adapted to their needs. Jason Jacobs founder of Runnkeeper concludes very well this theory when he says: “It seems clear that the future fitness brands will not only launch products but will be integrated into the consumer's journey in ways that will help keep people motivated and maximize their enjoyment of sport”.

Sources: 

• http://www.usine-digitale.fr/article/le-japonais-asics-rachete-runkeeper-et-les-donnees-des-33-millions-de-runners-qui-l-utilisent.N379685
• http://www.20minutes.fr/high-tech/1950603-20161027-apple-watch-nike-teste-montre-sport-avant-premiere
• http://www.adidas-group.com/en/media/news-archive/press-releases/2015/adidas-group-acquires-runtastic/
• http://lareclame.fr/112718-dossier-innovation-objets-connectes
• http://www.igen.fr/app-store/2015/08/adidas-achete-runtastic-220-millions-deuros-92415

Team 4: Florine Bonduelle, Shensheng Dai, Arthur Jourdan, Erin Palmeter, Joséphine Peyre