BY: Justin Rhim
Technology has become very relevant within the world of
sports. In fact, there have been many groundbreaking inventions within the
sports medicine and rehab world that have helped reduce the length of time an
individual is injured for. Companies such as Under Armour have began to create
new technology that prevents injury and enhances training abilities through
wearable tech. Under Armour recently put out a commercial revealing a sports
suit that has the ability to control temperature as well as monitor their
activity during performance.
In the commercial entitled, “I Will”, Under Armour revealed
its Armour39 performance suit in which a monitor fits around their torso to
measure activity. The touch screen tracker that is inputted into the suit gives
it a very futuristic look which seems to come right out of a movie. What makes
Under Armour’s ad interesting is the fact that these futuristic suits will
probably be available in the near future.
In terms of marketing strategies, I believe this a brilliant
and innovative advertising scheme. This is the first commercial that I have
seen involving futuristic technology from any of the sport brand companies such
as Nike, Adidas, or Under Armour to name a few. Also, Under Armour decided to
use fresh, new players from major sports such as young Bryce Harper of the
Washington Nationals and Kemba Walker of the Charlotte Bobcats. Under Armour
seems to be making a strategic move to surpass Nike if their #iWill campaign
proves successful.
Wow! As a former high school athlete, I'd have to say that I wish these types of technologies were around during our generations high school sports careers. I like the path that Under Armor is taking with the new designs and innovative ideas. Also, I like the strategic marketing plan which will highlight some younger, fairly new athletes and introduce them to the market place.
ReplyDeleteI really do like Under Armour, I want them to come up with the next big thing in the sports wear world. I also like their ads they have. I really feel that they are on a come up as well.
ReplyDeleteI think Under Armour will be very successful with these new innovative technologies that they are trying to introduce to the sports world. It is a good idea to include young and talented athletes into the marketing strategy. It would not surprise me for the product to experience great success immediately.
ReplyDeleteIt's interesting how sports and technology can be integrated to produce some of the most innovative ideas within sports. It's extremely impressive to see the advancement of technology within the sports industry.
ReplyDeleteUnder Armour is already a very successful company, their new campaign is very creative and innovative. It will be interesting to see what the medicine and biology field does with this technology to enhance it. Before we know it we will all be walking around with body monitoring suits that tell us everything going on with our bodies.
ReplyDeleteThis is CRAZY!!! I think this is a great new invention. Under Armour is taking it to another level with this. It kinda makes me wonder what is next. Im sure this new product is going to be extremely expensive. I cant wait to see how this new invention actually turns out.
ReplyDeleteWow, Under Armour holds true to its brand and remains to be one of the leading innovators of our generation when it comes to athletic gear. Since it's inception, Underarmour seems to have set the pace for companies like Nike, Addidas, and Reebok to follow. None of this new technology surprises me. The only question that I have for this technology is: how soon can consumers get their hands on it? Once that question is asked, I think that a lot more details will follow and we can even benchmark our technological progress in the athletic wear industry.
ReplyDeleteThe examples provided in this post illustrate how technology has become a crucial part of our society. Incorporating new advancements will further develop the training capabilities of athletes. As a result, the most successful athletes may not be those who train the hardest. Instead, greater skills may be exhibited by the athletes that better utilize the technology available. New advancements may also change the way that the various sporting events are played. This may allow for the development and implementation of new sporting events.
ReplyDeletewish they had all of this when we were in highschool running track or playing football. This was a very interesting post. I wonder how affordable a all of these new technologies will be and if they will help make us better athletes or lazy ones.
ReplyDeleteTechnology has allowed sports fan to interact more. One great addition to the sports world is Sports Science, which is featured on ESPN. This program analyzes many factors that are involved with athletes and sports. They test strength, speed, and velocity through a series of tests and calculations. The Under Armour commercial is innovative, and definitely grabs attention of the consumers. They are working to gain a competitive advantage on NIKE.
ReplyDeleteThis was a great article. I believe under armuor is the apple of sports wear. This invention will be the best next thing since the touchscreen iphone. Incorporating new innovations and capabilities will not only help athletes but give new ideas for other technologies. I believe its will be a commercial success.
ReplyDeleteGreat article. However, I do believe that the price of this suit will be to high for the common consumer, much like the hyperbaric chambers that many athletes use today. it is great that this technology exists, but as far as practical use, i think that the best technology we will be able to use is the nike fuel band which is a great product.
ReplyDeleteI really like how the technology in sports are improving the play of athletes. Different technologies such as under armours, dry-fit clothing, and even lighter shoes allow athletes to play at higher levels. However some technologies are not always helpful, such as this suit. As an athlete, I feel like this suit will never work, athletes will continue to get injured with or without the suit, it's just part of the game.
ReplyDeleteSorry about that I misread a part of the article thinking it said this suit will prevent injury, I think it will be a huge asset to athletes in years to come
ReplyDeleteComing from a current athletes point of view, I like the direction sporting gear is going. I'm excited to see what other brands such as Nike, Adidas and Jordan will do to compete with this new technology. I would definitely purchase this suit to train in.
ReplyDeleteI think that this is great. As a huge Under-Armour user I look forward to see how this turns out and how it competes with other companies such as Nike. Its great to see innovation in athletics.
ReplyDeleteThis article is very relevant to athletes because with changes in the evolution of the game comes changes in the equipment used to play. As a baseball player I have witnessed a huge change in the kind of bats, gloves, and cleats we use to play. The training has also evolved as more and more new technology to enhance performance is coming out. In this article, I like how he used the example of under armor clothing to show how fitting cloths can help you workout longer and more comfortably.
ReplyDeleteI love how they really improving technology when it comes to sports. Under Armour is really becoming innovate and stepping up a notch in the sports world. I'm just ready to see the competition between Under Armour, Nike, and Rebox when it comes to technology in sports. For some reason I can see google teaming up with Under Armour to enhance their products a lot more.
ReplyDeleteAs someone mentioned earlier I too wish that these technologies had been available to me a highschool athlete Im certain their products would have easily increased my performance. I am also excited for their new marketing campaigns featuring up and coming star athletes. It will be interesting to see how the company performs against industry leaders like Nike, Addias and Asics.
ReplyDeleteSports and technology represent innovation, perfection and an assertion to exceeding possibilities. Often times technology welcomes an element of perfection that exceeds normal human capacities. Under Armour, Nike and other athletic distributors have to account for the pros and cons when producing products that revolutionize the sports world. No pain no gain, to much technology can threaten the heart, integrity and essence of the sports we've come to love.
ReplyDeleteAgreeing with some of my colleagues, The addition of technology to sports is great for society in many ways. A great way that technology is key to the future of sports is the new commercial by Under Armour and the progress they are willing to take as a company to improve products. Another way technology has been used in sports in a positive light can relatable to the missed calls on the field of play as we e have the instant replay ruling now. This new idea has helped determine many games in critical moments and rewrite history. All in all, a great article about technology in sports
ReplyDeleteGreat post Justin, this really can help our athletes with injuries they endure.
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