Adidas new generation Fit Smart fitness wristband: function is not seeking more than just refinement

If a wearable device only does one thing but does it exceptionally well, can it still succeed in a market dominated by more feature-rich and stylish alternatives? Adidas is testing this theory with its latest product: the Fit Smart Event Tracker. As a leading German sportswear brand, Adidas aims to remain relevant in the wearable tech space by focusing on simplicity and practicality. The Fit Smart is part of the company’s MiCoach training platform and comes at a price of $199 (approximately RMB 1234), positioning itself as a specialized tool for athletes rather than a general-purpose smartwatch. The Fit Smart is designed to be straightforward, avoiding the complexity that many other wearables offer. Unlike the $400 Smart Run watch released last year, it doesn’t track daily steps, support sleep tracking, or function during water activities like swimming or showering. It lacks apps, games, and a color touchscreen, and isn't powered by the latest operating system. Instead, it's a soft silicone strap with an integrated heart rate monitor, meant specifically for use during workouts. This device doesn’t aim to be a 24-hour lifestyle tracker or a full-featured smartwatch. Its main purpose is to monitor exercise intensity using LED lights that change colors—blue, green, yellow, and red—to indicate different levels of exertion. After a full charge, the battery lasts about 10 hours, and the design encourages users to wear it only during physical activity. The Fit Smart displays time and heart rate through its LED lighting system, which adjusts based on workout intensity. Its operation is simple: put it on, start your workout, finish, and take it off. You can also sync your data with the MiCoach Train & Run app available on iOS and Android. While it may seem basic, the device is built around the idea of helping athletes perform better by providing clear, real-time feedback. However, the question remains whether consumers are willing to pay $199 for such a limited set of features, especially when competing products in the same price range offer more versatility. With smartphones costing similar amounts, some may find the Fit Smart overpriced for its narrow functionality. Adidas faces strong competition from Nike, whose FuelBand was once seen as a groundbreaking innovation in wearable tech. However, Nike recently shifted focus away from hardware development, choosing instead to invest more in software platforms like Nike+. Despite this, both brands recognize the value of wearables in building deeper connections with customers and integrating them into broader ecosystems that include shoes, clothing, and training programs. Paul Gaudio, General Manager of Adidas’ Digital Sports Division, emphasized that their approach is centered on sports and performance. “It’s not about the hardware or software; it’s about helping athletes improve,” he said. “We’ll develop what we need to provide the best services.” For Adidas, staying in the hardware space still holds value, even as the wearable market becomes increasingly crowded. Gaudio also acknowledged the excitement surrounding the broader wearable industry but stressed that Adidas will always keep sports at the core of its strategy. “This is about our role in sports. It’s what makes us who we are,” he added.

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