The following are some topic we have investigated in the past three years to design novel sportswear experiences: computational design and FEM simulation of auxetic structures (PUMA will be releasing a running shoe, Xetic, from this collaboration), bacteria-enabled biomaterials to imagine a hyper-customized sportswear experience, artificial intelligence and machine learning (for personalized real-time coaching experience), embedded electronics and nano-actuators in wearables, strategic envisioning for connected digital platforms.