sports grind

According to JP Pineau, communications planner, running, universities and tennis at adidas.com/micoach, Adidas miCoach provides real-time audio feedback. “The device will talk to you as you’re running. It tells you to speed up or slow down based on your heart rate. Afterwards you can go back to analyze that information. Athletes can then review their progress. Last fall, Adidas president Steve Ralph spoke about the product at AToMiC, MiC’s new annual forum of advertising, technology, media and creativity, implying that it is one way the brand is using the digital realm to become a more personal brand.