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Adidas to exit the wearables fitness industry

The sporting brand will focus on software capabilities instead

Adidas is not completely moving away from the digital space.
Adidas is not completely moving away from the digital space.

Fitness brand Adidas has decided to exit the wearables fitness industry as it closes its hardware division, according to a report by the Portland Business Journal.

However Adidas is not completely moving away from the digital space as it plans to continue its focus on software, including the Adidas App and Runtastic.

The phase appears to be a gradual move from Adidas, as a report from Wareable cited Stacey Burr, vice president of wearable sports electronics, Adidas, saying: "we're not going to see a new running watch from Adidas for a while."

Adidas ventured into the wearable fitness market with the miCoach, which branched into the miCoach Smart Run smartwatch, however they weren't successful.

With the likes of FitBit and Apple Watch, it appears popular sporting brands are finding it hard to compete. Nike also release its Fuelband fitness tracker, however it also wasn't successful which led the sporting brand to team up with Apple to work on software capabilities.