What Opportunities and Challenges do Athletic Sportswear Companies Face when Involving Elite Athletes in Innovation?

Abstract

Innovation is a key driver of competitive advantage in the sportswear industry, particularly with the rapid evolution of Advanced Footwear Technology (AFT). This research examines the pivotal role of elite track and field athletes as lead users and opinion leaders within the innovation processes of sportswear companies. Focusing on track and field events significantly impacted by AFT, the study gathers qualitative insights from both sponsored athletes and company representatives of sportswear companies. It examines how sportswear companies incorporate athlete feedback into product development to modify existing products or introduce new ones. The findings reveal that elite athletes offer valuable insights for product development and can drive innovation, aligning with lead user and co-creation theory. However, the study also highlights significant challenges for companies, including managing diverse feedback, balancing specialized athlete needs with broader market appeal, and addressing ethical concerns related to the use of performance-enhancing technology. The study concludes that while elite athlete involvement in innovation offers substantial opportunities for sportswear companies, they must strategically address the associated challenges to capture the benefits. Effective strategies include implementing robust feedback mechanisms, fostering genuine collaborative relationships, and establishing transparent communication to leverage athlete insights sustainably. This research contributes to a deeper understanding of the dynamic relationship between sportswear companies and their top-performing sponsored athletes, providing practical implications for product innovation and marketing strategies within the sportswear industry.