Adidas Group hones in on socializing fitness via mobile


Adidas Group continues its mobile social run with a new platform for the Reebok brand intended to serve as a hub for athletes as well as a bluetooth-enabled Adidas soccer ball that links to a smartphone.

Users of Reebooks new Fitleague application can receive updates on Fitleague-specific workouts, and informative articles pertaining to their own fitness, training programs and goals. The newly launched Adidas miCoach Smart Ball is a soccer ball that analyzes its movements through the air as well as foot touch points of impact to coach users to take better kicks, passes and shots.

Gamification helps engage customers and service users. It takes relatively simple ideas/data and turns them into interactive and engaging dialogue or games and competitions, said Kevin Harrington, chairman of results through digital on Appitized, Warrington, UK.

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This in turn helps keep the subject front-of-mind and fun. Even more importantly this leads to sharing and growth of the ideas, he said.

Building on the success of a beta trial, Appitized was tasked with improving the functionality, usability and bringing the design of the appin line with the new Reebok global brand identity.

Customization options
Mobile is increasingly becoming a champion channel for sportswear brands to connect and sell to consumers. The segment offers an interesting ecosystem for observing evolution in digital marketing and consumer engagement as well as utilizing new technologies to communicate to athletes even when they are offline.

The team at Appitized have designed and built a responsive front end Web site and companion mobile applications for Reebokallowing users to update their scores and view league tables on the move.

An important technique for many sport and fitness brands, social integration provides fun, engagement and a little healthy competition.

Reeboks recently announced Fitleague Web and mobile app will be a social hub where athletes can share scores, gym routines and view how they stack up against other competitors.

The app supports fitness and sports orientated activities by providing articles for each event and encouraging proactive user participation.

The Fitleaguedigital launchis a move which corresponds to Reeboks recent rebranding initiative, in which it replaced the traditional logo of three intersecting slashes with a triangular mark called the Delta in February.

Seeking to inspire the global community on the brands embodiment and heritageof training, running and fitness, Reebok also rolled out the Fitness in Motion campaign earlier this year, which highlighted the upcoming Spring/Summer 2014 lines by photographing athletes outfitted in branded products as ashowcase ofhow they move with the athletes in their respective fitness disciplines.

Fitness in Motion catalog preview

The new marketing strategy supports Reeboks belief that individuals need to continuously be challenged to fulfill their potential.

The Reebok FitLeague responsive Web site and mobile apps will be launched later this year, and will be available for iPhone and Android devices and free to download.

Just for kicks
Personalized products are additionally proving useful for vendors, and a prime reason prospective consumers visit brand pages instead of third-party sites.

Furthermore, using mobile and social tech to enrich products in action and the lifestyles of users is a proactive technique to boost engagement and spread positive brand advocacy online.

Last month, Adidas announced a new mobile application enabling users to apply a photographic image to create their own ZX Fluxshoe and have it delivered, an artisticapproach in line with its recent initiative to tap into the consumers desire for individuality and creative expression.

Custom fan Fluxshoe

Similarly, the newly available Adidas miCoach soccer ball receives data and transmits information to a companion iPhone app over BLE, so players can review their techniques and better understand how to hone their skills. The app also includes training resources and a series of tutorials, as well as a progression mode which challenges athletes to kick the ball at a certain speed, angle or trajectory.

MiCoach soccer ball

Gamifying content adds competitive play and mechanics to sports and fitness activities, creating pride in physical activity. The communal factor also leverages social networks and has become a hub for one-on-one or multi-player comparisons, which are either gamified or good for gamifying athletic workouts.

Gamification is the use of game mechanics and game design techniques in non-game contexts, Mr. Harrington said.

This technology is being introduced into every sector; therefore introducing it into the fitness sector was the next natural step for this industry.

Final Take:
Michelle is editorial assistant on Mobile Marketer, New York

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