Adidas has announced some details of its new All Day mobile fitness application, and is recruiting consumers to participate in a closed beta program before making the app generally available this summer.
The All Day app, which will integrate with the Adidas Chameleon HR fitness tracker, provides a variety of short-term training routines and practices called Discoveries, which are based on science and cover the four drivers of performance and well-being — movement, nutrition, mindset and rest.
Adidas said 12 Discoveries will be available at launch, including clean eating tips from chef Candice Kumai, workout sessions from yoga teacher Adriene Mishler and celebrity trainer Stephen Cheuk, as well as a custom mix of music designed to help you sleep from DJ Nina Las Vegas. Discoveries will be available at beginner, intermediate or advanced levels of fitness.
Adidas earlier this month said it would open its mobile fitness app to leverage the contributions of third-party partners, and the All Day unveiling showcases the first example of that strategy to employ open source collaboration methods.
The apparel and footwear maker claims the All Day app "has been informed by the best thinking across sports, data and behavior science," a claim backed up by the fact that Adidas partnered with the American College of Sports Medicine, the largest sports medicine and exercise science organization in the world. Adidas is filling the All Day app with sport science research and insights from ACSM’s expert network and working with long-standing partner EXOS, a company focused on methods for maximizing athletic performance, to bring training best practices and insights from elite athletes to the app. In addition, Adidas is working with Verily, an Alphabet subsidiary and Google sister company that is providing advisory support focused on healthcare and life sciences.
There is a lot more to the app to get into, but at the risk of losing ourselves and you in a jargon soup of sports science, let's just say that Adidas, like its biggest competitor Nike, is loading its app with a mix of straightforward capabilities and expert-driven content. These two companies and Under Armour have been battering one another on different levels and in different market segments — shoes, apparel, the ability to land celebrity endorsers and partnerships with professional sports leagues — and now the competitive battles are moving into the mobile app arena (and maybe the fitness tracker arena, too?).
That makes sense, as consumers are living in a mobile world, and expect to be able to fully engage with their favorite brands in that world — not just be able to visit a website on their smartphones that has been formatted to fit the device, but have a true interactive experience that leaves them feeling like they have gained something. Adidas has decided the best way to make sure that happens is not to do everything itself but bring the best of what its partners can provide. All Day's initial partnerships seem like the start of that effort, but there are probably more to come. We'll see what this summer brings.