The wearable market is a tough one to track and Adidas is one of the many companies that have come to that realization. Adidas is shutting down its digital sports organization and it’s also shaking up what remains of its digital efforts. Adidas will basically not be developing wearable hardware but it’s going to create digital experiences nonetheless.
“To further drive our digital transformation and win the consumer in this dynamic business environment, we’ve redefined our strategic approach toward digital, sharpening our focus on digital experiences,” Adidas said in a statement.
The company also confirmed that it’s discontinuing its standalone digital sports organization and will consolidate its app ecosystem. Adidas will be focusing its efforts on the Runtastic and the Adidas app brand platforms significantly now.
“We are integrating digital across all areas of our business and will continue to grow our digital expertise in a more integrated way,” it added.
The writing has been on the wall for Adidas’ wearable ambitions for over a year no2. It was first reported late last year that Adidas had ditched plans to release a standalone sport watch. Other wearable products that were supposed to be out in 2017 have been shelved as well.
That’s how it’s likely going to be now. Adidas fans can no longer hold on to hope for new wearable devices from the company.
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