Now Boarding: Disney and KLM Surprise and Delight Children

To celebrate their partnership, Disney and the Dutch airline, KLM joined forces to create a one-of-a-kind experience geared toward children.  The event focused around the Disney animated movie, Planes.

Initially, the program involved having kids submit their artwork to be animatied children’s artwork, but quickly it turned into more. Children were invited to go on board (while the plane stayed in place), watch the movie on screen, and with some super-cool special effects, experience exactly what was happening to the movie’s main characters.

Right this way for a video:

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Why I’m Curious:

This is the perfect partnership and pairing of a brand.  These children and their families will remember this (as will their friends and family) and forever have a positive association with both brands.  Experiential marketing is not always cost-effective and does not have scale/reach so is sometimes ignored.  This, however, has legs well beyond just the children that got to go on board.


Tridiv: 3D objects in CSS without all that fuss

3D objects are the illest, especially when they’re rendered in CSS. But who’s got time to stir all that code? Tridiv makes the process easy as pie stolen from some fool’s windowsill.


Why I’m Curious
I like comparatively simple solutions to let’s-make-stuff problems. I’d compare it to any of the animated GIF creator apps that are popping up since Tumblr and Reddit have made them so popular. While I hesitate to call it a WYSIWYG tool, it definitely lowers the bar to entry with regard to 3D CSS sweetness.

Go on an Italian Vacation with SanPellegrino

With the help of Ogilvy NY and Deeplocal, SanPellegrino Sparkling Fruit Beverages launched its latest campaign called Three Minutes in Italy. The Facebook app allows users decide between two live experiences and take a tour of Taormina in Sicily through the eyes of a robot.

From PSFK,

The first is through a ground-based robot that the users can control for three minutes. They can drive the robot around and even interface with passers-by through a two-way audio and video connection. The robot has built-in language translation capability to help the ‘virtual tourists’ talk with the village locals. The face of the robot will display the Facebook user’s profile picture. The second live experience is through a Skybot, which can show the Facebook users stunning views of Sicily from high above.



Why I’m Curious

When I initially came across this my eye automatically went to the robot and I couldn’t help but think that a better looking robot could be made. I was also curious if utilizing a Facebook app is the best platform for something like this, until I fully read the description. I think the coolest part of this campaign is that it’s not visual, but also allows for two-way audio using a Facebook profile picture. I’m curious to see how the results, and how many people in Sicily are willing to interact with a robot (and if they speak English!).

China Turns Olympic Pool Into Live Emoticon Display


From PSFK:

Artist Jennifer Wen Ma and lighting designer Zheng Jianwei have transformed Beijing’s Water Cube into a display of the sentiments of the Chinese social-media service Sina Weibo’s millions of users through an interactive lighting display that runs from dusk to 10 p.m. daily.

Nature and Man in Rhapsody of Light at the Water Cube uses a custom software application that sifts through millions of emoticons and smileys posted to the site and translates them into a glowing light show.

Ma explains, ‘I have conceived this as a piece that can breathe, as an organic being that changes as nature and society around it changes. I want people to feel like they have some authorship because their emotions are being registered.’

Why I’m Curious:

I think it’s interesting how the designer took something as arbitrary as an emoticon and turned it into a beautiful art installation. I think the idea of visually tracking a country’s sentiment in real time is also very cool. Imagine tracking brand sentiment in this fashion.



Power Matrix: Siemens Energy Game

Siemens maintains its dedication to sustainability with a browser game to raise awareness and teach people about new forms of energy. Power Matrix starts you off with a rural territory where your future city will develop. The goal is to provide your new city with a sustainable power supply through a mix of various energy technologies while keeping a budget. You can trade excess energy, buy additional power generated by others, and even build an energy network to fund an energy research department that provides more efficient solutions and new technologies that are lower in emissions.

Why I’m Curious:

The amount of information required to create this must have been massive and I think it’s an impressive use of big data and analytics in an engaging and socially conscious way. The game flows through different energy sources and accounts for the effects they have on the community and environment. Although it’s a game, the truth is, the energy technologies presented are all available now, to be invested in and used to address the energy and economic concerns being faced all over the world.

Additionally, I think the idea and practice of CSR isn’t going anywhere, and will only become a larger part of the conversation as companies explore innovative ways to create and distribute truly innovative content that supports their corporate philosophy.

Interactive Pajamas Tell Bedtime Stories

A new pajama, appropriately named Smart PJ’s, can read bedtime stories for $25. The pajamas are designed with a series of scannable dots that interact with smart devices. Once the dots are chosen and scanned, children and their parents can read a story from that device.

From PSFK,

Smart PJ’s are designed with a wide array of scannable patterns, which allows for the pattern on the sleeve to read a different story than the pattern on the stomach.

In addition to reading the story, the Smart PJ’s stories are designed to display the words and information on the screen as well. This allows children to turn down the volume and work on their reading skills, or share a traditional story in a non-traditional way with their parents.

Why I’m Curious

We’ve shared a lot of clothing innovation that provides concrete utility to the users, from shirts that help you stop sweating to sportswear that track your performance, but I most of the clothing did not provide entertainment for users. There can be an opportunity for growth beyond bedtime, perhaps when traveling. Also I think it would be interesting if the stories changed based on the size to appeal to a larger audience.

Self Destruct Emails

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Snapchat-like app allows people to send fleeting messages that disappear upon viewing.

The problem with sharing everything on the internet, is that it can feel so darn permanent. What started with Snapchat, the app that made sending naughty and silly photos seemingly safe, has branched out into a slew of applications that make our internet presence more ephemeral. Enter the latest iteration of erasable online media, OTR (which stands for off the record), a new in-browser application that let users send messages to other computers with a 5 second time limit before they vanish into the cyber atmosphere.

Created by app company Lamplighter Games, OTR was directly inspired by SnapChat (it was originally called ChapSnat when it was presented at a TechCrunch

The app is very much in-line with the trend of temporary online media, from self-destructing tweets to disappearing photos, more and more people are searching for semi-privacy online while still sharing parts of themselves. But it is unclear whether any of the media truly vanishes; in recent news a company announced it can retrieve all the SnapChat photos on your phone for $300, while another site SnapChat Leaked has begun posting pictures of those naughty bits you thought were lost in cyberspace. Nevertheless, Minkstein says OTR is not about hiding NSFW from the guys in human resources, ‘It’s not meant for ultra-secure communications or anything crazy like that.’ Rather OTR is just a bit of fun to break up another dreary day at the office and provides people with a way of controlling what they put out on the web.

Why I’m Curious:  Wondering if this adds any efficiency to people at work when they rely so heavily on emails to document important information. I do think it’s helpful to be able to vent or add humor to the day without worrying that anything written would be published forever.

The Buddy Cup

Budweiser doesn’t think grabbing some beers at a bar is quite social enough. Or at least not social network enough.

The company’s Brazil team has come up with the Buddy Cup- a cup that when tapped with another one of its kind allows the two cup holders to become Facebook friends. That’s right, no need to put down the beer, take out the phone, search for a name and then send a friend request.

So, how does it all work?  Similar to other connected objects, Manuel Rangel Macchiavello of Budweiser Brazil said. A computer chip with what Budweiser calls a “bump sensor”  is integrated into the bottom of the cup. Also on the bottom of the cup is a QR code, which works with a Budweiser app to link the cup to your Facebook account. When two people clink glasses, the friend request is sent from one to another.

“The Buddy Cup brings together the in-bar experience with Facebook, the most used social media channel for our consumers,”  Macchiavello told ABC News.

RELATED: Heinz’s Musical Fruit Now Includes Musical Spoon

The Buddy Cup joins some other connected food utensils. HapiLabs came out with its connected HapiFork at CES earlier this year. The fork pairs with your phone and warns you when you are eating too fast by vibrating. And in March, to promote new flavored varieties of their popular baked beans in the United Kingdom, Heinz released special spoons outfitted with tiny MP3 players.

But before you get excited about being able to make friends all over the bar, the prototype cups are just that, prototypes. However, Macchiavello told ABC News that a pilot event was held in Sao Paulo, Brazil, that it was an “instant success” and that the team is looking at taking this to bigger events in the future.

As for U.S. Bud and Bud Light drinkers, the company said this is a Brazil-only program for now.


Why I’m Curious: speaking from experience – think it’s interesting that they found a way to make a social behavior even more social. If they develop a beer that uploads your photos too we’ll be all set.

Display Turns Water Surface Into An Interactive Digital Screen

New ways of interacting with digital displays can bring about important new possibilities for working – as the Kinect-based Intera system for surgeons has proved. Now Japanese researchers have unveiled the AquaTop, which consists of a display projected onto the surface of water, controlled by interacting with the liquid.

The AquaTop uses cloudy water to act as a projection surface and – similar to the Intera – detects gestures with a Kinect. The creators engineered the system to use the water surface as an integral part of its control – for example, one action is carried out when users dip their fingertips to interact with a screen object, and another when they approach the item from underneath the water. On-screen items also react to the movement of the water, meaning that they can be moved or changed by simply disrupting the surface with a splash, or scooping up the water and placing it elsewhere.

The system has currently been rigged up primarily as a platform for games – with an underwater speaker included to create ripples when a goal is achieved – although researchers have also demonstrated how it could be used to interact with computer files such as images and video.

Why I’m Curious:

AquaTop shows the possibilities of widely-available consumer products in the creation of engaging and intuitive new ways to interact with digital objects. Considering how we take our devices with us wherever we go, this could be used practically – bringing electronics safely into the bathroom, for example – or for creating unique public displays. And if water can become a medium for digital interaction, other surface possibilities are endless.

What if Your Boss Tracked Your Sleep, Diet, and Exercise?

Inside most companies, the typical health and wellness program includes regular blood pressure checks, a list of fresh foods for the office fridge, and some sort of exercise guru who shows up every so often to tell people they should work out more. If you’re lucky, you might even get some couponsdesigned to encourage healthier eating — and cut company insurance costs.

But at Citizen — a Portland, Oregon company that designs mobile technology — things are a little different. Employees at the company are now uploading data on how much they exercise, what they eat, and how much they sleep to a central server, as part of an effort to determine whether healthy employees are actually happier and more productive. The ultimate aim is to explicitly show employees how they can improve their work through better personal habits.

Kickstarted by Wired’s Gary Wolf and Kevin Kelly, the quantified self movement aims to glean more insight into our general well-being through statistics. Typically, this is a personal undertaking, but the same ideas are now moving into the business world. Chris Dancy, a director in the office of the chief technology officer at BMC Software, tracks his life in an effort to prove his worth to employers, and now Citizen is taking things even further.

C3PO taps into a service calls Health Graph — which collects data from personal activity trackers such as Fitbit and RunKeeper — but it also collects data from various software tools used inside the company, including the project management system TeamWork PM, the time tracking application RescueTime, the audio system Sonos, and the employee mood tracking service Happiily. In the future, its designers hope the system can provide all sorts of insight into employee behavior, such as whether listening to particular types of music increases productivity, or whether employees who have entered a new relationship are less productive than those who are single. Simpson says they even plan to post employee health stats to Citizen’s website.

Simpson and other developers built the system through Citizen’s Google-like “15% Time” program, which encourages employees to spend a certain amount of time on pet projects. It was originally just a way of satisfying their own curiosity.

The trouble is that it’s kinda creepy.

Sce Pike, Simon Vansintjan and Quinn Simpson are guinea pigs in Citizen’s ambitious — and creepy — plan to track how its employees live and work. Photo: Klint Finley

Hardcore self-trackers like Chris Dancy are already tracking dozens, perhaps hundreds, of variables related to their bodies and environment, such as skin temperature, heart rate, and diet. Dancy also keeps a detailed record of his work, and he can correlate his activities with what music he’s been listening to or what he had for dinner the night before. But he collects and analyzes the data for his own use. His employer has no access to any of his health data. Citizen’s approach is more ambitious — and potentially more useful — but it raises privacy questions.

“Health data can be used for many different purposes, and in an age of ‘big data’ can reveal things about you that you may not even know about,” Lee Tien, a senior staff attorney with Electronic Frontier Foundation, another privacy advocate. “And the laws that protect health information often only protect that information within the health care system — [meaning] doctors and those involved in medical treatment and health insurers.”

C3PO’s particular brand of health tracking may be too much of a legal headache to really catch on, but its designers also aim to track productivity independently of health data. Simon Vansintjan, a user experience designer and one of the employees working on C3PO, says that stats such as the number of tasks completed and the number of repeat clients may provide an accurate measure how much work is getting done — and how good that work is — but the company is still exploring which metrics work and which don’t.

This sort of thing is happening inside many companies. Some outfits track hundreds of variables in the quest to measure worker productivity, says Nathan West, director of analytics products at Evolv. Evolv offers a service for companies that want to track employee productivity and minimize employee turnover. It even tries to determine how employees perform under different supervisors.

Why I’m curious: I think it will be interesting if they can use the system to change the way the company operates, to better estimate how long projects will take or find new ways of reducing employee turnover.

Heineken Ignite: Interactive LED Beer Bottles

Heineken unveiled interactive beer bottles that light up based on gestures (cheers, drinking) and environment (music volume, not in hand) at a recent VIP party. The intent of the Heineken Ignite project is to create a memorable brand experience that unlocks the power and possibilities of mobile innovation and technology. The prototype is part of Heineken’s Lounge of the Future concept, and there’s no word if this project will see a larger release.

Why I’m Curious

Affecting packaging that not only amplifies existing behaviors but also benefits social sharing is the holy grail for advertisers. That being said, all those sensors and wireless networking doesn’t make it very practical for home use, but it could really catch on in big clubs if Heineken decides to roll the bottles out more widely.

Adidas Gives Marathoners a ‘Boost’ By Using Their Own Energy to Motivate Them

Adidas’ new Boost shoe has a special quality: it gives back energy during your run, with a special mid-sole that uses what you put into your workout to benefit you later. So to communicate this, brand created a Chilean marathon campaign that converted footfalls into energy into messages of support.

adidas boost

At the expo where runners had to go to register for the race, special mats took the energy from the footfalls. That energy was then used to help them run — as it powered to display motivational messages during the last (and hardest) leg of the race.

Why Am I Curious?

It is a long-winded way to make a point, but I think with the increasingly nebulous claims athletic brands make, it is a great way to bring the technology to life in a way that forges an emotional connection and hopefully makes Adidas more top of mind when it comes to running shoes. I believe this can be particularly impactful for the ‘lay man’ runner who may not want to decipher the plethora technological promises that different shoes offer.

Lighting The Way To Sales

South Korea’s largest retailer, E-mart, has rolled out new technology, called E-mart Sale Navigation, to help shoppers find discounted items in its often gargantuan stores. The feature has been incorporated into the retailer’s app and uses Visual Light Communication (VLC) technology.

Shoppers inside E-mart stores install the retailer’s app on their smartphone and then place the smartphone in a holster attached to each shopping cart’s handle. From that position the smartphone receives signals from the store’s LED lighting, directed through a lens in real time. Shoppers see a map of the store and their location, along with directions to nearby discounts. When the cart approaches an on-sale item, the app flashes the coupon on the screen to alert shoppers of the deal.

Why I’m Curious:

I think this is a valuable utilization of VLC technology for marketing purposes. This in-store applicability is a creative way to draw more users to the store’s app. As this technology expands to use in individual stores, perhaps it will show up in malls and shopping centers as a means to attract shoppers looking for a deal.

Online game demonstrates where urban dwellers seek privacy

A new online game from BMW Guggenheim Lab called Public/Private explores the topic of privacy in cities by focusing on where it is sought out by city dwellers. Users pin areas where they seek privacy and how often, creating a unique visual graph that can be compared with results from other people in the same city, as well as from cities around the world.

Public/Private is an extension of two research projects conducted over the past seven months as part of the BMW Guggenheim Lab Mumbai. These explored the meaning and character of privacy for residents of one of the world’s most densely populated cities.

Public/Private, which was designed and developed by the New York-based design studio Collective Assembly, invites users to share their expectations of privacy as experienced in a variety of spaces, like home, work, and play. The responses produce a visual graph and as more feedback is gathered, a complex picture of privacy in urban settings will emerge.

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Follow this link to play:



Volkswagen Conquers The DVR Fast-Forward Challenge

In a time when more than 80% of TV viewers fast forward through commercials, what’s an advertiser to do? Volkswagen found the answer in a Slowmercial – a TV ad that works for both normal and delayed viewing.

The new Slowmercial for the Volkswagen Beetle is an almost static TVC that if viewed while in Fast Forward mode on DVR, you’ll experience the ad as if it were in print. The buy aligned with the most popular TV series that also have a significant level of delayed viewership, like Bones and Homeland and recently aired 16 March – 26 March.  Because the ad will reach both live & delayed viewers, it’s projected that the “slowmercial” will have 50% more impact than an ordinary commercial.

Why I’m Curious: 

It’s great to see an agency and a brand partnering to embrace the shift in TV viewing behavior and turn it to their advantage instead of just ignoring significant change. They make the most of the “new” medium by keeping the creative approach simple and impactful with the focus on just one key message.  But doesn’t it look suspiciously like a giant banner ad?

Target Launches Retail Accelerator Contest

Target announced a contest called “Co. Labs & Target Retail Accelerator” that asks developers to create the best new mobile experience for the company, and they’ll reward you with $75,000.

From brandchannel,

Seven finalists will be chosen next month and each will receive $10,000 to develop their prototypes. After presenting their ideas to the company, a grand prize winner will be announced. They’ll receive the big check and work with the company to bring their idea to life.

CMO Jeffrey Jones stated, “Target is using QR codes and mobile gift cards with its mobile app to increase loyalty and value for their customers and hopefully make shopping there a whole lot easier and enjoyable. “Ultimately, to be able to engage a brand wherever and whenever you want is where we’re headed.”

Why I’m Curious

Nike and BMW have recently launched similar campaigns where they create a bit of competitiveness among consumers and it kind of makes sense for lifestyle and luxury brands, but I also think it’s interesting how Target likes to position themselves that was as well.

I’m really interested to follow along with this campaign and see what technology developers will use to try to win. Even more, I’m excited to see how adaptable the winner’s app is, and whether or not it will take off and impact retail, or just a fun campaign for Target to get inspiration for something bigger.

“Making Cities More Usable” – Dennis Crowley on Foursquare at SXSW

A lot of people might think of Foursquare as that checkin app with badges and leader boards and finding out where your friends are. But it’s a lot more than that now, thanks to all the map data and information that they know about places people are going to.

In a conversation onstage at SXSW with Anil Dash, Foursquare CEO Dennis Crowley discussed the company’s evolution from an app that was primarily focused around helping people to find their friends, to finding out more about the world that they live in.

Crowley said that one of the underreported stories is the number of companies that rely on Foursquare’s map data and what developers can potentially do with that. The place database has more than 50 million places of interest in it, and it changes frequently. Users enter new places as soon as they open up, and signal places that have closed down.

When talking about the map data that it has, Crowley compared Foursquare’s check-ins to Google’s web crawlers scanning the Internet for new websites. “People tell us about the places that are interesting, the places that are no longer interesting,” he said.

More importantly, the company isn’t entirely dependent on just its users anymore for a lot of its data. Thanks to the Foursquare API, the company gets location data from lots of different apps. For instance, every Instagram picture that has a location attached to it sends a data signal to Foursquare about that place of interest.

At the end of the day, the data that Foursquare has is the ability to provide more personalized maps than what is available today. Crowley said that maps haven’t really changed that much since people started making them, but now that we have certain amounts of trending data or interest data, Foursquare could help make the places that people see more meaningful to them.

Crowley likened that to Harry Potter’s “Marauders Map” and how it provides Harry with details about the people and places around them. “There is enough data that we should be able to make that Harry Potter map and give it to everyone in the room,” Crowley said.


Why I’m Curious: The relationship between Foursquare and its API partners is kind of symbiotic: Foursquare has one of the best map data sets out there and makes it available. In exchange, it finds out more about the places that its partners’ users go to. It’s interesting to see how powerful data can be when combined with contextually relevant partnerships. It’s obvious most of these apps are created with the user in mind, the user experience as the priority, and they are becoming more and more valuable as complementary apps emerge.

Google & Adidas to Create a Talking Shoe

Google partnered with artist Zach Lieberman and interactive collective YesYesNo to explore connected objects by creating an Adidas sneaker that can talk and share activity online.

From PSFK,

The shoe works similarly to a fitness tracking device, using an accelerometer, gyroscope, Bluetooth and other off-the-shelf technologies to analyze the wearer’s movements and offer motivating and timely commentary. It might tell you to get going if you’ve been idle for too long or cheer you on if it senses you being very active. Its comments can be posted to Google+ by the user, sent to real-time ad units, or broadcast via onboard speakers.

Why I’m Curious

Adidas isn’t the first brand to have the idea of merging technology and clothing. Just a few weeks ago we discussed Under Armor’s smart shirt, and the Nike FuelBand has been leading the pack for a while. It seems we want our clothes and accessories to do more than clothe and accessorize us.

I think it’s important to note that the shoes are not for sale, but I’m curious to see where Adidas takes this next. I have a feeling it wasn’t just for a SXSW stunt, but that they will eventually launch a shoe, a shirt, pants or something that incorporates technology.

Smartphone Voice-tracking Charts Emotional State

Sentiment analysis is one of those buzzwords that seems to have so much to offer. Over the last couple years, we’ve begun to see serious applications of mood detection technology. This can range from body sensors to speech processing tools like EI Technologies’ Xpression, a UK-based company that develops speech recognition software founded by Matt Dobson and Duncan Barclay.

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This app functions as a mood diary for patients struggling with mental illnesses and depression

Xpression is for patients visiting psychologists for a mental illness. Oftentimes, they are asked to record their emotions throughout the day and report back to their doctor. This task is often forgotten or not done properly, so Xpression is a new app that uses voice tracking to pinpoint a mood. The app reads a user’s emotion by sending short recordings of her or his voice to a remote server; this server then assesses the mood based on factors like loudness, intensity, pitch, and speech rhythm, ultimately it can sense changes in emotion through voice, record these changes, and forward them to the doctor.

Clinical psychologist Adrian Skinner told The New Scientist that:

with conditions like depression, people tend to stop doing things like filling in mood diaries. If this app gives us more complete diaries it could help us better find the day-to-day triggers that raise or lower a patient’s mood.

This brings up the point that in order for such innovations to work, the user experience is kept fairly passive. That’s why after being installed on the user’s phone, the app samples fragments of audio during a user’s calls. It provides output based on 5 key emotional states including calmness, happiness, sadness, anger, or anxiety.

Articulating the long-term vision for the app, a scientific advisor to EI Technologies told Digital Trends, the system “extract[s] acoustic features and let[s] the machine-learning system work it out. Eventually, such analysis will be able to be done within the app itself, removing any need for transmission of snippets of audio.

According to Mobile Marketing, while Xpression was initially targeted at patients needing to reflect on their struggle with depression, the app’s developers have further developed the app to address other illnesses such as Alzheimers, ADHD, epilepsy, and Parkinson’s Disease.

Why I’m Curious: I think this is an interesting link between what we are trying to uncover when doing sentiment analysis in the digital space. The ability to couple written word with emotional triggers could help brands understand consumers’ reactions and opinions of brand messaging.


Touchscreen T-Shirts Only A Few Years Away.

Most people have to keep their smart phones within arms reach. But what if instead of having your technology an arm’s length away, it was on your arm? Imagine: clothing with touchscreen capabilities built right into the fabric. A truly ‘wearable’ technology.

Under Armour is working on it as we speak, but they’re not quite there – yet.

From PSFK:

Earlier this week, Under Armour officially unveiled Armour39: their next generation of wearable technology. Armour39 is an athletic performance monitoring system that measures ‘what matters most: WILLpower.’ WILLpower is Under Armour’s proprietary measurement for how hard an athlete pushes him or herself during a workout on a scale of 1-10, taking into account heart rate, calories burned, and past performances, among other things.

In promoting the new Armour39 system, Under Armour has released a commercial entitle “I Will” that seems to suggest a greater shift towards wearable technology. The video first focuses on the Armour39 system and chest strap, but transitions to a future concept suit that has touchscreen capabilities built directly into the fabric. The messaging in the video below makes it appear that Under Armour is currently working on such a suit, and not just promoting it as a concept.

Why Am I Curious

Microsoft is already working with researchers to create a new version of Kinect technology that can transform any surface into an interactive touchscreen.  The idea of being able to connect and engage through any object – a notebook, a wall, a hand – without being tethered to specific device fascinates me because it allows connectivity in the most immediate sense.

We have so many devices that collect and store our personal data – biometrics, athletic performance, etc. and it’s really interesting to think about how an article of clothing can  replace those devices and give us the opportunity to review, analyze and adjust to the data in real-time.  As a runner, I think about the practical applications as the technology becomes more refined – apparel manufactures could use that data to adjust the “functionality” of the clothing itself.  A shirt that can easily track external air temperatures, body temperature, heart and perspiration rate, etc. can take that data and alert the runner that they need to open/close a vent, remove sleeves, or even have the shirt self-adjust by increasing/decreasing wicking capabilities or turning on a heating element – all before the one actually experiences the adverse effects of a weather change or over-exertion.  And of course, we can collect and use the data to influence r&d, product design, even marketing communications.

Although there aren’t many specifics around the technology being used in Under Armour’s touchscreen apparel, they company has confirmed that this is a real project.