The 'Future of Sport' through a digital lens

FUTURESPORT
HOW DIGITAL TRENDS WILL
ENHANCE OUR EVERYDAY
SPORTING LIVES IN NEW ZEALAND

INSTEAD OF
INTERRUPTING
PEOPLE, SERVE
THEM AND MAKE
THEM FEEL
SOMETHING”
STEFAN OLANDER, VP DIGITAL SPORT NIKE &
AJAZ AHMED, FOUNDER AND CHAIRMAN AKQA
”

2017
DIGITAL
PREDICTIONS 1
EMERGING
DIGITAL
TRENDS
THOUGHTS
FOR THE
FUTURE
23

HOW DIGITAL INNOVATIONS WILL CHANGE
OUR LIVES IN THE NEXT FIVE YEARS

OPEN
INNOVATION
HYPER
PERSONAL
COGNITIVE
SYSTEMS

2017 DIGITAL PREDICITIONS
THE KEY THEMES
COGNITIVE
SYSTEMS
Cloud-based systems
that learn, reason and
engage with us in more
natural ways to enhance
our lives and help us
make smarter decisions.
Experiences that are
hyper personalised and
based on our real-time
behaviours and actions.
A new era in computing
that will open up the
closed eco-systems
of today and embrace
an ‘open and share’
philosophy for the
greater good.
HYPER
PERSONAL
OPEN
INNOVATION

TOUCH APPLE
ID Bio based technology adoption will
accelerate to create frictionless
interactions via ‘natural user interfaces’,
i.e. our skin, eyes and brain.
support.apple.com/kb/HT5883
Future of Sport Digital Trends

HEADS-RECONJET
UP The first heads-up display for sports.
The Jet product provide speed, distance,
elevation gain as well as connecting to
heart rate monitors and cadence sensors.
www.reconinstruments.com/products/jet
The next generation heads-up
display for Alpine sports.
Integrated with other
activity networks.
Enhancing a number of
sports and activities.

LOCATION
& CONTEXT
AWARE
BEACONS
Tiny sensors placed in any physical
place, such as a stadium, which
provide personalized micro-location
based notifications and actions.
http://estimote.com
ESTIMOTE BEACONS
The San Francisco Giants is the latest
club to implement the technology and
is aiming to enhance the experience
for fans at its AT&T Park by using
the proximity sensors to push
exclusive offers, seat upgrades and
other information to Bluetooth-enabled
Apple iOS7 devices.

BIOMETRIC
OMSIGNAL
SMARTWEAR
OmSignal’s T-Shirt extracts a whole range of
health data from the skin empowering its users
to enhance their health, fitness and life.
www.omsignal.com
Bio-signal driven wearables
provide you with a personal
dashboard to help steer your life.

WEAR
THE ROSE
‘Wear the Rose’ from O2 gives
people the opportunity to train with
England’s Elite Player Squad.
news.o2.co.uk/2014/03/06/o2-invites-wear-rose
OCULUS RIFT
‘Wear the Rose’ from O2 gives people
the opportunity to train with England’s
Elite Player Squad without ever having
to set foot on a single blade of grass.
Utilising ground breaking Oculus
Rift technology to immerse them
in a unique 360-degree virtual
reality experience, ‘Wear the
Rose’ transports people directly
onto the rugby training pitch.

CHECKLIGHT REEBOK
A head impact sensor worn as a
skullcap to visually notify athletes
of the intensity of head impacts.
shop.reebok.com/us/content/checklight

BRAIN SENSING
HEADBAND
A brain sensing headband from
InteraXon that allows people to
understand their brain patterns and
improve cognitive functions.
www.choosemuse.com
MUSE

AND THE 2014
WORLD CUP
WAS KICKED
OFF BY A ‘MIND
CONTROLLED’
ROBOTIC SUIT.
https://www.youtube.com/watch?v=fZrvdODe1QI#t=35
A 29-year-old paraplegic man successfully made the first kick at the Corinthians Arena
in Sao Paulo. Juliano Pinto wore a full body robotic suit to help him kick the ball.
Pinto wore a full body robotic suit to help him kick the ball. The brain controlled exoskeleton
was created by the Walk Again Project, an international collaborative effort involving 150
researchers led by Brazilian neuroscientist Dr. Miguel Nicolelis, now based at Duke University.

2. EMERGING DIGITAL TRENDS
THE KEY THEMES
AUGMENTED
REALITY
From heads-up displays
to a new wave of hyper
reality hardware and
software, our world is
being enhanced in ways
that will transform our
lives for the better.
Systems that deliver
frictionless interactions
by adopting ‘natural
user interfaces’, i.e. our
skin, eyes and brain.
Biometric wearables
that enhance our lives
and performance by
taking our human data
and through the use of
smart dashboards give
us a gateway to visualise
and interpret vital stats.
MIND
CONTROL
BIOMETRIC
SMARTWEAR

SO HOW MIGHT THESE
EMERGING TRENDS AND
FUTURE PREDICTIONS
CHANGE THE SPORTS
LANDSCAPE IN THE NOT
TOO DISTANT FUTURE?

WHAT ROLE SHOULD
DIGITAL PLAY IN SPORT?
THE
INDIVIDUAL
THE THEMES
Enhance, empower and
optimise the experience.
Transport the viewer into
the thick of the action.
TEAM
PLAYER
EVENT
SPECTATOR
HOME
SPECTATOR
COGNITIVE
SYSTEMS
AUGMENTED
REALITY
HYPER
PERSONAL
THE AUDIENCES
THE EXPERIENCE
MIND
CONTROL
OPEN
INNOVATION
BIOMETRIC
SMARTWEAR

THE &
INDIVIDUAL
TEAM
PLAYER
ENHANCE, EMPOWER AND
OPTIMISE THE EXPERIENCE

REAL-ENHANCE, EMPOWER & OPTIMISE THE EXPERIENCE
TIME
LEARNING
With the development of augmented
reality we will see ‘in sport’ live
learning becoming commonplace.
SO WHAT IF...
You popped out for a kite surf and
were able to call up techniques and
moves in front of your eyes without
having to remember the technique
from your app or on shore tutor.
Wearables like Google Glass are
interesting, but consider that
same functionality and much
more in a contact lens. A lens that
you simply pop in, and is powered
by the glucose in your blood, or
the ambient light in the room.
Combine this with the smarts
behind OmSignal’s biometric
smart wear and you’d have a
learning experience that can give
you immediate feedback on your
technique as well as fitness levels.
This information could be sent,
in real-time, to your kite surfing
instructor for analysis and
on the spot feedback to your
waterproof headphones. COGNITIVE
• REAL-TIME LEARNING SYSTEMS GUIDE THE
SPORTSPERSON THROUGH THE MOVES.
• GLOBALLY SOURCED INSTRUCTORS
PROVIDE HINTS AND TIPS.
• BIOMETRIC TECHNOLOGY DELIVERS
IMMEDIATE DIAGNOTIC FEEDBACK TO
THE TUTOR AND SPORTSPERSON.
SYSTEMS
AUGMENTED
REALITY
HYPER
PERSONAL
OPEN
INNOVATION
BIOMETRIC
SMARTWEAR

SPORT
ENHANCE, EMPOWER & OPTIMISE THE EXPERIENCE
ALONE - TOGETHER The development of apps such as Nike+, Strava, RunKeeper and social
groups mean the time poor can be part of a tribe without the conformity of
scheduled training. Training alone, together gives us freedom combined with
the powerful physiological drivers of motivation, recognition and belonging.
We combined the very best of the
systems highlighted in the previous
section to create the ultimate
individual sports experience. A
system that learnt about you, your
technique, your fitness levels and
made smart recommendations
based upon this insight.
What if we broke down the closed
eco-systems so that your data
from Nike+ running app, or better
still the combination of your app,
biometric wearables, and gps,
were synced to the cloud and, via
permission based opt in, shared with
your insurance company, doctor,
friends and family to help better
manage your life and wellbeing.
We know that individualised sport
and fitness activities are on the rise
(Standing Committee on Recreation
and Sport, 2010). People are fitting
sport into their increasingly busy
and time-fragmented lifestyles
to achieve personal health
objectives. Technology needs
to be the enabler for a future
sport that enhances our lives.
BUT WHAT IF...
COGNITIVE
SYSTEMS
AUGMENTED
REALITY
HYPER
PERSONAL
OPEN
INNOVATION
• ENHANCED SYSTEMS THAT LEARN AND
OPTIMISE YOUR PERFORMANCE
• OPEN ECO-SYSTEMS
• HEIGHTENED WELLBEING
BIOMETRIC
SMARTWEAR

EVENT &
SPECTATOR
HOME
SPECTATOR
TRANSPORT THE VIEWER
INTO THE THICK OF THE ACTION

BEING TRANSPORT THE VIEWER INTO THE THICK OF THE
ACTION
EXPERIENCE
Googleglass, GoPro and other wearable
technology is rapidly providing the armchair
sports enthusiast with a first person view
of the sports they want to watch.
BUT WHAT IF...
You could be your favourite
player for a match. In the future
professional players will be
individual as well as team brands.
They will be able to monetise
technology such as GoogleGlass
to allow fans to experience the
game from their perspective
charging fans a direct fee.
The viewer of the future will have
a fully immersive, omni channel
experience being delivered
an augmented reality and 3D
• PLAYERS AS BRANDS
• MONETISED POV EXPERIENCES
• OMNI-CHANNEL VIEWING
• LIVE EVENTS RE-INVENTED
(OculusRift) viewing, calling up live
player performance stats whenever
they wish, a multi viewpoint viewing,
as well as the ability to switch
between player first person action.
For those that make it to the
live event a multi-screen, multi-device
(or via smart contact
lenses) experience awaits. The live
game isn’t on the way out - it will
simply be reinvented to ensure
live action, atmosphere, travel
and hospitality are enhanced.
AUGMENTED
REALITY
HYPER
PERSONAL

The 'Future of Sport' through a digital lens

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