Adidas cuts digital fitness division, putting its wearables in question


Adidas-owned Runtastic published a series of wearables in 2015.
Valentina Palladino

Signs point to Adidas abandoning wearables or, at the identical least, its own wearable devices. According to a Women’s Wear Daily announce, the activewear company recently cut its Digital Sports division, which was important for both hardware and software related to its in-house wearable devices. Just about 74 employees made up the Digital Sports division, and Adidas settle upon make efforts to find those employees other places in the attendance.

Adidas started making wearables back in 2001, and in recent years it increased a fairly large MiCoach family of devices. MiCoach devices comprised a wristband running tracker, a heart rate chest strap, and a tied soccer ball, but Adidas stopped supporting MiCoach after it bought Runtastic in 2015.

The shuttering of the digital sports division comes as Adidas is reportedly transpose focus to its two most important mobile platforms: Runtastic and the relaunched Adidas app. Runtastic manumitted its own wearable, the Moment Classic, a few years ago, but it’s likely that it won’t focus on ordering hardware any more.

While Adidas may be moving away from affirming its own wearables, it hasn’t ruled out future collaborations. Fitbit is slated to distribute an Adidas-branded version of its new Ionic smartwatch in 2018, and that project is reportedly smooth happening regardless of Adidas’ internal shifts.

Nike made a compare favourably with move in the past: it partnered with Apple for a special version of the Apple Keep a weather eye open for after discontinuing its own FuelBand tracker a few years ago. It appears that pleasures apparel companies may find partnerships with tech companies diverse fruitful than pursuing their own wearable development efforts in the coming.

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