With exclusive content and improved athletic tracking, apparel from retailers like Wrangler and Mammut is further immersing consumers in the brand experience

To pursue a deeper connection with consumers, leading apparel brands are embedding technology into their wares, which allows shoppers to bring the brand experience home with them. Athletic and workwear brands in particular are designing products that track consumer performance, improve ease of use and offer exclusive content through partnerships with artists.

Under Armour HOVR 
Sportswear brand Under Armour aims to enhance fitness activity tracking with a connected ecosystem that integrates with its HOVR shoe line. The sneakers are linked with the Samsung Galaxy smartwatch and JBL headphones, allowing users to monitor their achievements and perform real-time performance analysis.

Under Armour

Wrangler
Denim brand Wrangler has created a web app that invites customers to scan the back pocket of their jeans to activate experiential digital elements. For example, consumers can look forward to behind-the-scenes footage of the music video for the song “Old Town Road” by Lil Nas X.

Mammut
Sports equipment brand Mammut has equipped some of its apparel with NFC-embedded tags. This allows customers to seamlessly connect with the brand's platform, extend a product's warranty, send feedback on products and even share their latest adventures on social media.

Mammut

Wearable X 
Wearable X created smart leggings that correct imperfect yoga poses using sensors, which can provide users with real-time feedback via gentle vibrations. The smart leggings come with a companion iPhone app and device, which includes features such as progress tracking and customizable yoga flows.


Lead Image: Under Armour

To pursue a deeper connection with consumers, leading apparel brands are embedding technology into their wares, which allows shoppers to bring the brand experience home with them. Athletic and workwear brands in particular are designing products that track consumer performance, improve ease of use and offer exclusive content through partnerships with artists.

Under Armour HOVR  Sportswear brand Under Armour aims to enhance fitness activity tracking with a connected ecosystem that integrates with its HOVR shoe line. The sneakers are linked with the Samsung Galaxy smartwatch and JBL headphones, allowing users to monitor their achievements and perform real-time performance analysis.