Adidas laces up mobile fitness push with Runtastic acquisition
Adidas is widening its mobile scope by adding the Runtastic
application to its repertoire, a move that will likely put it in competition
with Nike in the GPS fitness tracking sector.
Adidas’ Runtastic purchase, which is reportedly coming in at
$239 million, will enable the brand to make further strides in offering a
plethora of fitness-tracking functions on mobile. Competitor Nike is also
aiming to target workout enthusiasts by implementing its Nike+ app into various
wearables and streaming platforms, meaning that Adidas must raise the bar by
providing even more features to its fans.
“Our Group purpose
and objective is to inspire and enable people to harness the power of sport in
their lives,” said a spokeswoman for Adidas, Portland, OR. “Digital technologies
are providing new capabilities and insights that help athletes of all levels
take control of their sporting destiny – whether it be improving performance,
sharing experiences, or creating their own great social moments of sport.
“Runtastic is a world class asset with a large, enthusiastic
and rapidly growing user base. This investment will add considerable value on
our journey to define and innovate world class sports experiences, further grow
our combined highly engaged and active athlete user base, and leverage the
power of our broad product portfolio.”
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