Military personnel tracking their exercise regimen likely weren’t expecting the fitness tracking app Strava, which could be used with devices like Fitbit, to show where they were serving in secret military bases. And Fitbit customers who bought the sleek activity trackers to monitor their heart rates or steps probably weren’t pleased when the devices reportedly revealed their sex statistics. In the era of the internet of things, brands want to know their customers as intimately as possible. While L.L. Bean pulled plans to implement IoT technology into coats and boots about a month after it teased it in 2018, Under Armour unveiled smart fabric shoes, which could indicate the next iteration of personal data gathering will likely be, at least in part, from smart fabric technologies. Read more at Retail Dive.