Focusing More on Software:
Adidas is definitely going to shift all its efforts and focus on the software division. To be specific, the focus will actually shift on the Adidas App and Runtastic. Runtastic was bought by Adidas back in the year 2015. Under the banner of miCoach, there are multiple other wearable fitness trackers which Adidas has already released ago. But none of those devices took off the way Adidas would’ve imagined. That’s probably why in the future, it wants to focus on software division.
Hardware Development and Adidas:
It’s been quite a while now that Adidas has been moving away from hardware development. Last year in a report of Wearable, Stacey Burr the vice president of the wearable sports electronics at Adidas said that: "We're not going to see a new running watch from Adidas for a while.”