Monday, October 30, 2006
Sporting Goods Technology Trends
by
Saturday’s post pointed out recent statistics on the fast growth of online sales in the consumer electronics, apparel and sporting goods categories. The day before, the Fortune Business Innovation Insider blog referenced an interesting presentation by futurist Jim Carroll on where sporting goods are heading. Based on the five trends that Carroll points out, technology will obsolete most equipment as we know it today. Computer chips, RFIDs, GPS, wireless sensors and other tech will find their way into most basic sporting goods sooner rather than later.
A big part of sports has always been about increasing levels of performance. Anything that can help measure, enhance and track performance will become more valuable. Similar to business and marketing, return on investment (ROI) in sports is a big concept, too. Whether it’s about the ROI of hiring a top-name player on a pro team or the ROI a parent expects when they shell out $200 for hockey skates to give their six-year-old a winning edge.
Technology can rapidly change the equation for sporting goods. Nike+ is a prime example. With the Nike+ system, a chip is imbedded into the running shoes that feeds information such as pace and distance to an iPod Nano. When you sync your iPod to your computer, your workout information is automatically downloaded to the MyNike portion of the their website. With this innovation, Nike is building more than a new running shoe; they are building a system to continually engage the consumer in the brand.
A bike computer with GPS that tells location, pace, ETA, heart rate, speed, and distance can add performance enhancement to every workout. Fishing technology that can help find and catch more fish will be sought. Golf technology that cuts strokes will be in demand. The sports performance requisites of higher, faster, farther, and quicker are part of the expectations of sports, and anything that can contribute to those attributes—including technology—will be assimilated quickly.
Watch for big changes in sporting goods marketing, too. You can bet the focal point around much of this performance data will center on Web-based platforms.
