Virtual Entrepreneur

Olympics Give A Boost To Biz Innovation

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When U.S. Women’s soccer defender Heather Mitts hits the field for the Olympics, she’ll rely on more than her gear, teammates, and fans for support.

Mitts suffered a torn ligament last year and had to sit out the World Cup in September. But she’s back for the Beijing Games. And her confidence will no doubt be boosted by the knowledge that doctors are nearby, ready to scan her knee at the first signs of stress. They’ll be using a compact ultrasound machine, the LOGIQ i from General Electric Healthcare. The 12-pound device can produce detailed images of even the tiniest tears in her ligament — every bit as sharp as those from the 800-pound machines found in hospitals.

It’s part of GE’s strategy of using the Olympics to show off its latest innovations. GE deployed an earlier version of the LOGIQ i at the 2006 Winter Games in Turin, giving researchers a chance to test-drive the equipment in a high-profile environment where extreme injuries often occur. Feedback from athletes and trainers, meanwhile, helped improve the machine. And just as important for GE, sales of its ultrasound equipment used for sports medicine have jumped 75% since Turin. “The Olympics are a huge marketing opportunity for GE,” says Peter Foss, GE’s Olympics sponsorship chief.

The Olympics have long been a showcase for cool athletic gear, from the ultralight Adidas track shoes worn at Tokyo in 1964 by German gold medalist Willi Holdorf to Nike’s lightweight, moisture-wicking shirt worn by sprinter Kathy Freeman at Sydney in 2000. And the Beijing Games are no different.