We’ll see if this software proves successful for USA athletes like Janet Evans and Bryan Clay who are both enjoying the latest technology from BMW! Are you excited for the Olympics?!
In addition to providing transportation vehicles during the Games -- 4,000 of them -- as well as financial backing to 150 Olympians and Paralympians (11 from the U.S.; the nation most represented by BMW sponsorship is the U.K.), the company has developed new motion-tracking camera software for USA Swimming and velocity-measuring tools for USA Track & Field.
Janet Evans, an American swimmer and one of BMW's athletes, says, "This is the first corporate sponsor I've seen that really cares about what the athletes need." The German automaker, which has an R&D lab in Silicon Valley, approached athletes nearly a year ago and asked them what could make them better. "Their attitude was, 'Here's what we're good at, so tell us what you need and how we can help you,'" says Bryan Clay, American decathlete and defending Gold champion.
The technology BMW came up with allows athletes like Clay and Evans - the latter jokes that the partnership works because, "We are like fine-tuned machines; they want to go fast down the road, I want to go fast in the pool" -- get a more comprehensive look at exactly what they need to tweak for their next lap, run, or jump.
Evans recalls that in the past, to watch the replay of a lap, she'd have to sit on the side with a handheld camera and push pause at just the right moment, constantly hitting rewind and fast-forward in frustration. Clay says he would end up in a similar position after his practice runs, even as recently as the last Summer Games in Beijing. Now, Clay says, "The sky's the limit with this technology. It could change the world of sports."
If it sounds surprising that a German luxury carmaker is offering its sponsored athletes new camera technology, Willisch insists that it shouldn't be. "We're an engineering company," he says. "We're in this for the long-term; we'll be doing this until at least 2016." Indeed, BMW's biggest media buy ever in North America will air during the London Games.
Read more: http://features.blogs.fortune.cnn.com/2012/05/31/bmw-olympics-training/
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