A report from Women’s Wear Daily Link to: wwd.com) states that adidas is ‘re-aligning’ (cutting) its Digital Sports Business unit and losing up to 74 jobs.
WWD seems a strange site to get an exclusive story like this. Maybe they were more attentive than the rest of us? Let’s take the information at face value.
We’ve seen the uber-profitbale sports garment companies look for the next big thing. Maybe they thought that smart sports clothing still has a while to reach a critical market size level. Maybe they saw potential to integrate tech with sports shoes, maybe they just saw the electronic gadgetry and apps around consumer sports as a large, growing and profitable space to be in with ‘obvious’ synergies.
Maybe.
Either way the bandwagon has well and truly been jumped on in recent years.
Perhaps the Apple Watch ‘Nike Edition’ springs to mind as a successful example of brand synergy in the sporting realm. Don’t forget behind that is a good Nike app that itself has required lots of resources. There are plenty more examples.
adidas bought Runtastic in Aug 2015; Under Armour bought Endomondo in Feb 2015 and MapMyRun in late 2013; SportsTracker were bought by Amer (Suunto’s owner) in May 2015; Fitbit bought Fitstar’s training platform; and Runkeeper was bought by Asics in Aug 2015. A dollar or two changed hands there I can assure you.
adidas already had the (actually good) miCoach sports watch and app. Although in February 2017 they moved users from that platform to Runtastic.
But things are obviously not all rosy in sports tech world, here are a few examples:
- TomTom have effectively stopped future development of consumer sports devices
- Microsoft stopped developments after BAND 2 (although here are rumours that Microsoft are still active)
- Under Armour have announced they won’t be taking the HealthBox further
Apparently adidas will be focussing future digital efforts on the ‘adidas app’ and on Runtastic. Things brings into question whether or not they will proceed with the Fitbit Ionic collaboration touted for 2018 (link to: the5krunner.com)
Remember: Chinese comapnies are growing at the lower end and Garmin’s share price was last heading upwards when Ilast checked. It’s nto all doom and gloom
Last Updated on 13 January 2026 by the5krunner
My favourite kit and nutrition
- Maurten — the race nutrition trusted by elite athletes. Gels and drink mix engineered to be easy on the stomach.
- Garmin 90-degree charging adapter — the small adapter that keeps your charging cable tidy at the stem. Essential for race day.
- Garmin charging puck — the fastest and most reliable way to top up your Garmin before a session.
- Ravemen FR300 — front light that mounts directly under your Garmin or Wahoo head unit. Keeps your bars clean and your beam pointed where it matters.
- Garmin Varia RTL515 — radar rear light that alerts you to vehicles approaching from behind. Pairs with your Edge or Garmin watch.
- Stryd — the footpod that brings running power to your Garmin. The single most useful running upgrade I have made.
- Favero Assioma Pro RS2 — the power meter pedals most serious cyclists end up choosing. Accurate, easy to move between bikes.
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tfk is the founder and author of the5krunner, an independent endurance sports technology publication. With 20 years of hands-on testing of GPS watches and wearables, and competing in triathlons at an international age-group level, tfk provides in-depth expert analysis of fitness technology for serious athletes and endurance sport competitors. ID
