As the trend starts to solidify, yet another big sports brand has conformed to digital GPS tracking, with Asics purchasing the fitness app, RunKeeper. The app was founded in 2008 and has quickly grown into one of the most successful tracking apps in the world with 33 million followers globally.
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The app is compatible with iOS and Android devices, using the smartphone’s GPS to trace running routes, time and distance.
Jason Jacobs, founder and chief executive of Runkeeper, said: “It seems clear that the fitness brands of the future will not just make physical products, but will be embedded in the consumer journey in ways that will help keep people motivated and maximise their enjoyment of sport.”
Jacobs also said that now Asics has taken over, the theme of the app will stay very much the same, although they believe that improvements will come at an increased rate due to the resources Asics has at its disposal.
Although this is an exciting acquisition, Asics is not the first to make this happen. Under Armour acquired a variety of fitness apps including Endomondo and MyFitnessPal and added them to their extremely popular UA Record app. The same process was true with Adidas adopting Runtastic.
While many brands like Asics are buying into the digital age, the reasons behind the trend may not be what they seem on the surface. When a consumer signs up with a fitness app all their details and daily activities are collected by the app and begin to form health trends. After a significant amount of time the data and health trends build up and the app will become valuable to the consumer, hence making it less likely for them to change over to a rival system.
What is still unclear is whether Asics will continue RunKeeper’s monthly subscription fee, giving users access to exclusive tools and information. Either way, Asics has well and truly joined the party.