Which sports apparel company lost approximately $100 million on their failed 'body-scanning' custom fit retail innovation that was shut down after just four years?

Major sports brands invest billions in marketing, but not every campaign scores a touchdown. Some of the most expensive and hyped marketing initiatives in sports retail history have fallen flat, resulting in memorable failures that still serve as cautionary tales in business schools today. Test your knowledge of these infamous sports retail marketing missteps and what we can learn from them.

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Nike with their Nike FIT technology (2009-2013)
Adidas with their mi adidas body-mapping stores (2006-2010)
Under Armour with their UA ICON 3D body measurement system (2014-2018)
Reebok with their Custom Fit Experience centers (2011-2015)