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Activewear brands are adding to the perceived value of their products through connected fitness devices. Puma and adidas have introduced run scores, while Nike has a Fuel ranking metric and Under Armour uses Willpower as currency. To give a sense of how much sportswear brands are investing these currencies: Nike invested more in Fuel Band than in the new Air Jordans. And Apple is the industry leader with its Move, Stand, and Exercise categories.

The big question is, can these currencies catch on? L2 Co-Founder and Head of Research and Advisory Maureen Mullen explains in this new video.

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