How advanced technology has been applied to professional sports, driving revenue and creating a new and exploding niche. 

How they’ve done this is a fascinating case study and has been explored in depth. What we should be doing is looking at the “how” of it all. How did they identify key opportunities, how did they seize them, and what can we learn from their rise?

A few short years ago, when asked to name a few sports apparel companies, one might have listed Nike, Adidas, then perhaps a few others like Asics, Reebok, or Puma.