When and that will remain in clear growth

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Last updated: June 21, 2019

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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