When and that will remain in clear growth

When we talk about marketing and sports brands very few times are we as consumers we think about technology; However, this is intimately linked to marketing, because in many cases
the technology itself will indicate the path that the marketing
department must take to carry out the strategy of one or the other
product.Related notes:Poor rich childrenJohnny Manziel, the new great merchandise of the NFLRecently,
a report released by Macquarie Capital revealed that during 2013 Nike
registered 540 patents with the United States Patent Office, a number
that was 60 percent higher than the 340 obtained in 2012, but the most
interesting thing is not the increase or the high number of patents obtained by the brand, but
as little by little the brand’s priorities have been changing.According
to the numbers released, only in 2006 76 percent of the patents
registered by the American brand corresponded to innovations in sports
shoes, either in the sole, the shoelaces, the lining or any other
element related to them, while in 2013 this number decreased by 26 percent, to be only ‘half’.But
the most significant change has occurred in terms of digital
technology, since while in 2006 this section only comprised 3 percent of
the total patents obtained by Nike, by 2013 this number grew to 16
percent (something like 81 patents), most of these digital patents referring to the different
applications used to measure performance through mobile devices.The
above takes relevance when we realize that the average user of
smartphones worldwide has within its device only 26 applications,
according to data from Google’s Our Mobile Planet, a number much lower
than the number of patents that Nike obtained during 2013 in the digital area.In
this way we can infer that the growing interest that the sports brand
has shown in the development of technologies in the digital world in
recent years has as its purpose to take over a market that is in full
development and that will remain in clear growth for the next years, especially taking advantage of the increasing link between
the way we practice sport and how we can measure it through our
different devices.So
Nike’s work in the near future will no longer focus so much on
registering new patents (which it will undoubtedly continue to do at the
pace it has been doing), but rather finding the perfect balance between
“functional” innovations and digital innovations.


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