For my term paper I will be discussing new media and different forms of technology that are found in sports and fitness. I will also be discussing companies that have had success using new media in order to maintain success. In our world today people are constantly bringing new media into athletics and fitness. There are a lot of different forms of technology that has been brought to this field. Due to the advances in technology, Companies are forced to adapt to the times and meet their consumers needs. And people today need things quick,easy and they need to be socially connected. I will be discussing how companies like Nike, have adapted and brought new media into their marketing strategies in order to continue economic success.