“Adidas has ended the business unit responsible for development of its fitness watches, sensor-enabled footwear, and other wearable devices,” Dave Muoio reports for MobiHealthNews.

“The decision to close the unit will affect 74 staff positions within the company, according to the reports. Among these were data scientists, experience designers, algorithm developers, and software and hardware engineers,” Muoio reports. “An Adidas’ spokeswoman told Women’s Wear Daily that the company will seek new positions for these employees within other divisions of the company.”

“The shuttering is part of a realignment effort by the company to condense its digital offerings,” Muoio reports. “This will be led by two of the company’s primary digital platforms: Runtastic, a GPS-guided exercise offering that Adidas purchased for $240 million in 2015, and a relaunched Adidas shopping app.”

The Midnight Fog edition Apple Watch Nike+ Series 3 (GPS + Cellular) and Nike Air Vapormax

The Midnight Fog edition Apple Watch Nike+ Series 3 (GPS + Cellular) and Nike Air Vapormax


 
“Adidas isn’t alone in ditching the fitness hardware approach — its chief competitor Nike also cut back on its fitness wearable efforts in favor of digital partnerships and product connectivity,” Muoio reports. “In addition, Under Armour announced just last month that it was killing its Health Box suite of devices.”

Read more in the full article here.

MacDailyNews Take: Adidas is a good company. Focusing on Runtastic for Apple Watch is a smart move. Not as smart as Nike, which really cozied up to Apple long ago, but smart enough to cut their losses and get out now.

Smartwatches and the ecosystems required are well outside these companies’ core competencies. Even tech firms, watch firms, and tech firms + watch firms can’t compete with the Apple Watch juggernaut.

SEE ALSO:
Apple Watch Series 3 shipments predicted to rise to 23-25 million in 2018 – December 14, 2017
Apple Watch: The war for wearables is over, and Apple won – December 12, 2017
AliveCor’s Kardiaband EKG reader becomes first Apple Watch accessory to win FDA approval as a medical device – November 30, 2017
Canalys estimates Apple shipped 3.9 million Apple Watch units in Q317, despite strong demand outstripping supply – November 14, 2017
Two weeks with Apple Watch, leaving iPhone at home – November 10, 2017
When Apple Watch surpassed iPod – November 8, 2017
Ten days in with Apple Watch Series 3: I’m amazed by how quickly it integrated into daily life – October 19, 2017
Why Apple Watch Series 3 is a game changer – October 19, 2017
First week with Apple Watch Series 3 (GPS + Cellular): Connectivity makes for a truly smart watch – October 9, 2017
Macworld reviews Apple Watch Series 3: The wearable leader runs out to an insurmountable lead – October 6, 2017
Ars Technica reviews Apple Watch Series 3: Despite some teething pains, it’s great to use – September 27, 2017
Some reviewers’ Apple Watch Series 3 ‘LTE issues’ due to easily-fixable Wi-Fi bug – September 20, 2017
Jim Dalrymple reviews Apple Watch Series 3: ‘Do yourself a favor and get one’ – September 20, 2017
Some reviewers’ Apple Watch Series 3 ‘LTE issues’ due to easily-fixable Wi-Fi bug – September 20, 2017
Wired reviews Apple Watch Series 3: ‘For the first time ever, I love the Apple Watch’ – September 20, 2017
9to5Mac reviews Apple Watch Series 3: Unlocks new potential with LTE, dramatically improved Siri – September 20, 2017
Ming-Chi Kuo: Apple Watch Series 3 LTE models selling much faster than expected – September 18, 2017
Why the carriers must drop the Apple Watch LTE connectivity tax – September 15, 2017
How much Apple Watch Series 3 data plans will cost on Verizon, T-Mobile, AT&T, and Sprint – September 14, 2017
Apple Watch, the world’s best-selling watch, can now work without an iPhone – September 12, 2017
New Apple Watch Series 3 delivers built-in cellular with powerful new health and fitness enhancements – September 12, 2017
Apple Watch has blood on its hands: Pebble is dead – December 7, 2016
Apple Watch has blood on its hands: ‘Microsoft Band’ wearable is dead – October 4, 2016

[Thanks to MacDailyNews Reader “Dan K.” for the heads up.]