By Paul Nicholson
August 21 – Expanding the digital experience to connect with more fans in more locations and in different ways, has become a holy grail for clubs worldwide. It is all about building big numbers of connected people to your brand. But what if that digital experience could be turned into a physical experience. Rather than just hearing and seeing action as it happens you could physically feel it as well. Science fiction? Not any more.
One company is doing just that and looks poised to break down the gates of a new digital revolution that will cross into the world of appareil and merchandising – taking digital data from the athlete and delivering the experience physically to fans, whether they are in the stadium, watching on TV or even digitally connected whilst out shopping.
We:Ex (stands for Wearable Experiments), led by fashion designer Billie Whitehouse (pictured), has pioneered custom software that communicates the emotions and action from a game in real time to the fans through wearable technology.
An Australian, Whitehouse has created product for ARL (Australian Rules Football) and rugby union. In Berlin September 10 at the IFA’s Football Digital Transformation conference she will be showcasing her vision for football – and you can expect it to be different than anything you have ever seen before.
“We are building a fan journey. It is a real time emotional connection with the data,” says Whitehouse.
When Whitehouse talks about how data that comes from players during matches can be used, she is looking at it in a completely different way to traditional interpretation of the stats. She is interpreting how that data actually feels and transferring that feeling into a garment that a fan can wear. “This is the future of fan engagement,” she says.
Through the garment Whitehouse says that they are communicating the emotions of impact, adrenaline, heart beat/anxiety, exhaustion and excitement.
Data is gathered from the players as the match is played and is then transmitted to as many as five sensors in a shirt that transmit the emotion of the player directly and physically to the fan.
Whitehouse is understandably cagey about the details of how this is achieved as various discussions are in advanced stages with potential appareil partners. Based in New York, she is building the business for a global market.
The appareil opportunity for football clubs is obvious as they seek to expand supporter bases and merchandising opportunity. Whitehouse says that she expects the cost of the wearable technology shirts to be affordable to the mass market – more than a current replica jersey for example, but not out the ballpark in terms of price.
And she is not hung up on pre-conceived ideas of how deals will be done. She is talking to appareil brands, leagues and clubs. “The model is flexible,” she says.
And the lead time? “We can pretty much do anything right now with the right-minded partners.”
IFA Berlin is a gathering of football’s right-minded digital folk that takes place September 10. This is the second time IFA have held the digital edition of their conference format which is by invitation only. For more information and registration go to http://www.internationalfootball.com/ifa-conferences/upcoming-conferences/ifa-conference-berlin-september-10th-2015
Follow Billie Whitehouse on twitter @wearablex.
Contact the writer of this story at moc.l1734830052labto1734830052ofdlr1734830052owedi1734830052sni@n1734830052osloh1734830052cin.l1734830052uap1734830052