The future of wearable technology for Nike

THE FUTURE OF

WEARABLE TECHNOLOGY
NIKE
Anvita Dasani & Jeﬀ Valdez
Parsons The New school for Design
Course: Analyzing Trends
Professor: Tim Stock

December 16, 2013

WHAT IS

WEARABLE TECHNOLOGY?
Clothing and accessories incorporating computer devices and advanced electronic technologies

Growth of wearable technology

Big Ben, London

Wall clock, Ikea

George Daniels pocket watch

Casio wrist watch

Sony smart watch

Improving products to create electronic applications that can be worn closer to the body

The future of wearable technology | Nike
Anvita Dasani & Jeff Valdez

HYPOTHESIS

Through the integration of textiles and embedded technology, smart garments
can respond to the body’s natural movement to find new solutions for healthcare
and social concerns, and introduce new concepts of social interactions.


FORCES DRIVING THE GROWTH OF WEARABLE TECHNOLOGY

Faster, smaller,
cheaper
hardware

•

•
•
•


Computing technology is
becoming 100 times smaller
each decade

Capabilities can be
condensed into one device

Smaller and lighter parts allow
for easier portability

By 2020, batteries are
expected to be 2.2x more
powerful (Yahoo Finance)

Cloud storage

•
•

•

•

Internet of things, Big Data, SDN

Factors: consumerization of
enterprise IT, multiple device
ownership, improvement of
camera technologies

Active accounts associated with
personal cloud storage services
will exceed 1 billion at the end of
2013 (API Research)

Cloud computing reduces
overall IT expenses

Location data

•

•

Implicit location information,
internet traﬃc information,
device-based location services
(GPS)

iOS, Android BlackBerry OS,
Windows Mobile, Symbian S60

KEY INDUSTRIES

Fashion

The “cool” factor

•

•

Dot-com boom

The utopian impetus to embed
technology in the aesthetics
(print, silhouettes and fabrication)
and functionality of fashion is to
unify subject, society and
environment under a totaling
technological order

Function with style


Medicine
and fitness

Technology

•

•

250 million+ installed mobile
operating systems that can
support wearable technology
(Finance Yahoo)

73.4% of the Earth’s population
subscribe to wireless services
(Amadeus)

Turning science ﬁction
into science fact
•

$2.3 billion market (API Research)

Fashion

TREND

HAPTIC FEEDBACK
Tactile feedback technology which takes advantage of the sense of touch by applying various motions to users

Touch feedback

LED Lights

Vibrations

Shoulder taps

Driven by consumers’ desire to have a more real and better user experience with products


Fashion

TREND

CAPTURING SOLAR ENERGY
•
•

•

Exploring ways to embed flexible solar cells into fabrics in order to make the wearer a walking power plant
Fabric coating made from a compound of titanium dioxide, the white material used in everything from
white paint to foods to sunscreen lotions
Titanium dioxide breaks down dirt and kills microbes when exposed to some types of light

!

Charging devices


Environmentally
responsive
fashion

!
!

Bikinis
Purses
Solar dresses

!

Self drying cotton

Fashion | Haptic feedback

SMART FABRIC

NAVIGATE JACKET
Fashion for the retail explorer

Source: Mail Online

LEDs on the sleeves provide directional
cues of the current stage of the journey
and how far the next turn is


!

GPS integrated into clothing

Vibrations alert the user when to turn and in
which direction

An accompanying
smartphone app stores
destinations and directions

Fashion

SMART FABRIC / POWER GENERATED CLOTHING

LUNA

Self cleaning fabric

Source: Luna textiles

Inspiration from nature:

The lotus leaf’s superhydrophobicity


Protection against contamination,
laundry cost savings

Repellent technology: nano structured textile
coating to create an omniphobic treatment that
repels water and oil-based liquids

Fashion | Haptic feedback | Capturing solar energy | Smart fabric

“The idea is to have these technologies embedded into existing material, so we don’t need to build multimillion dollar factories. We’re also
developing transistors made of cotton so the electronic will not be attached to the textile - the textile will be the electronic device”
- Juan Hinestroza, Cornell University

CONVENIENCE

Save time


FASHION

Channel time towards more productivity

Features to help you get through the day
New daily behaviors

Technology

TREND

SEAMLESSLY SHARE STORIES THROUGH
SOCIAL NETWORKS
!

iCloud

Social Media
(Facebook,
Twitter, Instagram,
Pinterest,
Google+…)

!

User generated
content

“We don’t lose the desire to have privacy. We change the value proposition of why it is. The
more we share online and the more people react to it, the fear you think it is to continue sharing”
- A Millennial


Technology

TREND

TWO WAY COMMUNICATION WITH
NEARBY DEVICES
!

Voice
recognition

Personalization

User
generated
content

!

Multitasking

10.45 hours of multimedia in
to 7.38 hours each day
(Kaiser Family Foundation’s
Generation M2 survey)


Technology | Seamlessly share stories through social networks | Two way communication with nearby devices

NO-TOUCH INTERFACES

GOOGLE GLASS
Camera, video recorder, display, touchpad
and microphone, built into spectacle frames

“Ok Glass”

“Once upon a time seeing your life flash before your eyes was something people
did their best to avoid. The arrival of Google Glass seems to have change that”
- Michael Millar, BBC News

Source: The Independent, UK

•
•

Augmented reality

Hands free


•
•

Seamless sharing of experiences with friends and family

2014: Prescription lenses

•
•

Voice translation

Voice recognition

Technology | Two way communication with nearby devices

NO-TOUCH INTERFACES

EMBRACE+

The wristband that glows when you get texts, notifications

•

•
•
Source: Digital Trends


Links colors to actions such as regular
incoming calls, text messages, low battery
levels,new emails, Skype calls, notifications
from social networks

Security feature: notifies user when they are
too far away from their smartphone

Waterproof

Technology | Seamlessly share stories through social networks | Two way communication with nearby devices | No touch interfaces

Consumer desire for technology integration and multitasking from a single device

CONNECTION

Convenience + Connection

FASHION

Augment awareness of things, but not get in the way of social interactions

“I rather give up my sense of smell than give up technology”
(McCann World Group)


Medicine and ﬁtness

TREND

TO ACCESS AND UNDERSTAND PERSONAL
HEALTH INFORMATION
WEARABLE MEDICAL DEVICES
Devices worn on the body for a prolonged period
that are able to capture and process data about
the patient’s physiology and then calculate the
correct medical response before notifying the client

100million

health related devices are currently being sold

PHYSICIAN’S ACCESS OF ONLINE
HEALTH INFORMATION

40% 60%
use tablet computers

use mobile phones

Source: Berg Insights


80 million

wearable sports and fitness-related monitoring devices


Wearing an activity tracker signifies to others your
techno-spiritual bent toward a path of self-awareness

Medicine and ﬁtness | To access and understand personal health information

REMOTE MONITORING DEVICES

METRIA WEARABLE SENSOR

(Patient monitoring device)

Patch-based wearable sensor for clinical monitoring of a patient’s unique physiological characteristics

•
•
•
•
•

Source: Metria


Made by Avery Dennison + Preventice

Constant connection and exchange of information between
doctors and patients

Skin-friendly adhesive

Mobile, cloud based and sensory technology

Applications: health and wellness, sports and fitness,
cardiac monitoring

Medicine and ﬁtness | To access and understand personal health information

REMOTE MONITORING DEVICES

BioMan SHIRT

(Personal monitoring device)

Biomonitoring shirt made from a conductive fabric sewn together from stainless steel yarn

•
•
•
•
•
Runner in a BioMan shirt
Source: MedGadget


Made by AiQ

Tracks body vitals: heart rate, respiration rate, skin
temperature, EKG, EEG, EMG

Information is sent to a smartphone or other device
wirelessly via Bluetooth

Alerts care centers in the event of unusual
cardiovascular activity

Smart fabric

Medicine and ﬁtness | To access and understand personal health information | Remote monitoring devices

PREVENTION

FASHION

2.8 million
patients are being currently
monitored for health conditions
Source: Berg Insight

Prolonged lifespan


Reduce healthcare costs

Wellness

Replace medicine

Save lives

SUBCULTURES
New product innovations and findings across the fashion, medicine and technology industry are constantly overlapping and changing the
wearable technology market. Since the wearable technology market is set to expand rapidly in the next 5-10 years, it is vital to observe the
various subcultures in tandem and on a regular basis to stay current with various behaviors and influencing factors.

Geeks

Hackers

DIYers

Athletes &
Sports
enthusiasts

The Maker Movement
•

•

•

Interests include engineeringoriented pursuits such as
electronics, robotics, 3-D printing as
well as traditional arts and culture

Integrate crafts + technology to build
and make things

Hackerspaces: allow like-minded
individuals to share ideas, tools and
skill sets


•
•

•
•

•

Not concerned with fashion labels

Connected to multiple
communication and media
technologies

Early adopter of technology

Appreciates design, function,
utility, heritage and transparency

Big Bang Theory

Patients

FUTURE OF WEARABLE TECHNOLOGY
NEXT 5-10 YEARS

TODAY
$3.5 billion market

(API Research)

$30-$50 billion+ market (IHS)

FASHION

$1.4 billion market

(Juniper Research)

$19 billion market by 2018 (Juniper Research)

TECHNOLOGY

8.3 million wearable
smart device sales
worldwide (Berg
Insight, Oct 2013)

MEDICINE
AND FITNESS


308,000 patients
receive remote
monitoring care

•
•

64 million wearable smart device sales
worldwide by 2017 (Berg Insight, Oct 2014)

Wireless devices: $6 billion+ market in 2018
(API Research)

By 2016:

• $3 billion+ market by 2016 (API Research)

• 100 million medical devices sold annually
(API Research)

• 1,800,000 patients will receive remote
monitoring care

FUTURE OF WEARABLE TECHNOLOGY
TODAY

NEXT 5-10 YEARS

CONNECTION

PREVENTION

SINGULARITY

CONVENIENCE

Technology will become our second skin

Blurring of man and technology
•

Skin-embedded technology

•

Head to toe gear and sensors

•

Fashionable smart fabric clothing (self cleaning, garments that
can change shape and colors, rechargeable clothes)

•

Garments that respond to the environment

•

Technology that melts into everyday clothing

•

Diminishing smart phones and computers with the innovation
of other smart devices

•
•

Easier living for the visually and hearing impaired

Products/garments that respond to or sense your emotions

•

3-D printed biological materials

NIKE
“To bring inspiration and innovation to every athlete in the world”

- Bill Bowerman, Nike co-founder

brand values
Emotional
connections

Motivating
viewers

Sustainability

Sport
personalities

Nike Fight
Club

innovative
high performance
professional
inspirational

target market
Apparel &
shoes:
Men, women,
kids


NIKE

NIKE+ DEVICES

Nike+ iPod


Nike+ running

Nike+ sport watch

Nike+ Kinect

Nike+ Fuelband

NIKE

OPPORTUNITIES
CURRENT TRENDS

Smart textiles

RECOMMENDATIONS
An athletic line made of smart fabric / self cleaning fabric
targeted to sports enthusiasts and professional athletes

!

Garments and/or accessories that respond to an
individual’s body temperature and automatically absorb
heat while emitting a cooling experience

Personal
monitoring
devices

Shirts embedded with technology that allow individuals
to self monitor physiological characteristics

!
Data transmitted to trainers and/or doctors

!

Turn personal fitness into a social networking game

Skin
embedded
technology


Caps / Wrist worn GPS tracker with haptic feedback

The future of wearable technology for Nike

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