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has closed down its wearable hardware unit, electing instead to focus on producing sports and fitness software under both its Adidas brand and as Runtastic, the fitness tracking startup it acquired in 2015. Despite its strong brand, Adidas had struggled to find market traction for its products, including a 'fitness smartwatch' called the miCoach Smart Run and the miCoach Fit Smart tracker. Like both Nike and Microsoft, the firm will now abandon wearable production and instead focus on software platforms for athletes and fitness enthusiasts. The change was hinted at last year when Stacey Burr, vice president of wearable sports electronics at Adidas said that consumers were "not going to see a new running watch from Adidas for a while". Rumours from earlier this year of a fitness tracker called the Chameleon never materialised, and Adidas' sole remaining wearable hardware project seems to be a branded edition of Fitbit's Ionic smartwatch. However, even here, Adidas' input seems to be rather minimal.
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