Adidas cuts digital fitness division, putting its wearables in question

Adidas-owned Runtastic released a series of wearables in 2015. (credit: Valentina Palladino)

Signs point to Adidas abandoning wearables, or at the very least, making its own wearable devices. According to a Women's Wear Daily report, the activewear company recently cut its Digital Sports division, which was responsible for both hardware and software related to its in-house wearable devices. About 74 employees made up the Digital Sports division, and Adidas will make efforts to find those employees other places in the company.

Adidas started making wearables back in 2001, and in recent years it developed a fairly large MiCoach family of devices. MiCoach devices included a wristband running tracker, a heart rate chest strap, and a connected soccer ball, but Adidas stopped supporting MiCoach after it purchased Runtastic in 2015.

The shuttering of the digital sports division comes as Adidas is reportedly shifting focus to its two most important mobile platforms: Runtastic and the relaunched Adidas app. Runtastic released its own wearable, the Moment Classic, a few years ago, but it's likely that it won't focus on making hardware anymore.

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