By Julian Steinforth, Expedition PR
This week the Fitness & Sports Wearable Technology Conference FAST took place in New York, as part of the Wearable Tech Expo. With Pivothead and adidas two large brands in the wearable tech industry gave some insights of their products and on ways to use them.
Pivothead sells glasses that are equipped with an HD camera that is placed between the eyebrows, guaranteeing hands and distraction free recording and capturing during activities. In other words, you have the same effect as putting a GoPro camera on top of your head, only without looking goofy. Pivothead’s two models Kudu and Durango can be bought in different colors and are both connectable to the Pivothead mobile app. But Christopher Cox, founder and president of Pivothead, didn’t talk much about the technical details of his creations. Instead he focused on ways to use his product. He gave some amazing insights on how broadcasting, brands and companies in the sport industry could take advantage.
See this video and watch through the eyes of Zach Bush of the Wichita State Shockers.
Pivothead is out to change the way we will watch sports in the future. Their technology can make you see what your favorite athlete sees. With new points of view, such as the look in the eyes of the opponent at the stare down before a boxing fight or the catch of the ball through the eyes of a baseball player, the audience will gain new perspectives and be more involved in the game.
But also marketers and brands could use the video content to engage with fans and supporters, providing insights to second screen applications and other premium platforms. Which fan wouldn’t like to see through the eyes of his or her favorite athlete? Last but not least Pivothead is targeting the mass market of leisure athletes and video content creators, providing a new and easy way to record phenomenal content.
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In the second key note speech, Qaizar Hassonjee was presenting wearable tech devices produced by adidas. He provided information on how professional athletes are using new technology to improve their performance and how adidas is making coaching accessible for a broad audience.
Right now adidas has four hardware devices on the market that can be connected to the micoach mobile app via Bluetooth. It is being used by professional athletes and teams. One of the products is The X_Cell. It can be clipped on the waistband of the athlete’s shorts and provides information about acceleration, the ability to change direction, verticals and heart rate. Adidas’ Speed_Cell captures the athlete’s 360º movement so he knows how long, far and how fast his movements were executed. According to Qaizar Hassonjee the biggest challenge was not to collect the data, but to facilitate its use. Therefore, adidas created a way to simply illustrate performance and progress through their app (in connection with the devices) and started proving coaching instructions using the collected data.
I am curious in what direction wearable tech will go in the future and to what degree consumers will see the need to get new data.
Watch this video to get an idea how adidas micoach works.