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The number of mobile apps in the 2018 Activewear Index has declined by half since its peak two years ago. Currently, 26% of activewear mobile apps are dedicated to activity tracking. E-commerce enabled shopping apps are the second most common strategy for brands, and are maintained by a quarter of Activewear Index brands. Few brands have designed digital organizations that facilitate sustainable mobile app innovation: The strategies of industry leaders exhibit the trade-offs between the buy versus build approach.