Revered as one of the world's most innovative and forward-thinking footwear and apparel designers, athletic brand adidas has once again gone above and beyond to retain this title with their latest development. Adidas is currently implementing near field communications (NFC) into their collection in the hope of maintaining a stronger, more involved connection with their target audience. By introducing wearable technology, adidas is able to generate more accurate information as opposed to that given by mass consumer surveys on the topics of usability and product location. By stitching NFC technology into each design, adidas can now accurately predict trends that will be relayed to their marketing and production teams for the development of highly relevant, location specific content. As much as the introduction of NFC is beneficial to the growth of adidas, it has been created for the overall benefit of the end consumer - from personalised content generated from your activities to confirming the authenticity of new adidas products. To read the complete breakdown of what NFC can bring you and what it means for the future of adidas itself, head on over to The Drum to read the complete article.
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