Objectives

PHYS-EX was conceived to contribute to the evolution of the Textiles, Fashion and Accessories sector by developing a smart sports garment that combines technological innovation, environmental sustainability and a concrete focus on the end user.

In particular, the project aims to:

• develop smart sports shirts equipped with integrated sensor modules;
• design lightweight, durable internal components compatible with sports use;
• test the use of eco-friendly materials and 3D-printed solutions;
• facilitate disassembly, maintenance and selective recycling of electronic components;
• reduce waste, integration defects and premature obsolescence of technical garments;
• create a replicable demonstrator platform for future smart clothing lines;
• strengthen collaboration among technology companies, creative businesses, digital specialists and operators in Lombardy’s fashion-tech supply chain.

The project goes beyond creating a technology-enabled shirt, experimenting with a new relationship between the physical product and the digital service, in which the garment can collect data, interact with a software platform, be updated over time and retain value throughout its entire life cycle.

TUTTOTONDO’s contribution

PHYS-EX is based on developing a new generation of smart sportswear designed for use in real sports settings without compromising comfort, freedom of movement or athletic performance.

TUTTOTONDO’s contribution focuses in particular on athlete engagement, behavioural nudging and participatory testing. The activity defines how PHYS-EX shirts enter the daily lives of athletes and members of the public, with everyday use centred on motivation, well-being and continuity of the sporting experience.

Detail of the wearable device integrated into the sports shirt during a wearability test.

TUTTOTONDO, in collaboration with Università Cattolica, designs engagement protocols and participation methods, with particular attention to clear communication and safeguarding the individual. The work begins by mapping the use contexts: football teams, running groups, cycling associations, fit-box classes and individual participants.

Specific objectives are defined for each context, including frequency of use, continuity and perceived quality of feedback, together with potential barriers such as limited familiarity with wearables, concerns about data collection or difficulty incorporating the smart garment into sporting routines. These analyses make it possible to calibrate language, participation methods and support tools.

A central part of the activity concerns the design of behavioural nudging protocols, which connect Behavioral AI with the user’s real-world experience. Sports psychologists, communication specialists and Cattolica researchers work with TUTTOTONDO to define micro-messages and micro-interventions aimed at supporting adherence to sporting routines, self-regulation of effort and motivation during periods of decline.

Preliminary wearability testing of the PHYS-EX smart garment in a laboratory setting.

The participatory testing progressively involves teams, sports groups and volunteers across Lombardy, supporting participants from shirt delivery and initial configuration through to reading the reports generated by the platform. The feedback collected feeds a continuous-improvement cycle used to refine functions, nudging methods and the perceived quality of the service.

Initial field testing of the PHYS-EX smart garment, with data collection and athlete feedback.

Results

PHYS-EX supports the growth of a more innovative, sustainable and competitive regional supply chain by testing a smart technical garment designed to last longer, generate less waste and open new development opportunities for connected sportswear.

With regard to TUTTOTONDO’s activities, the main results include:

• the design of engagement protocols and participation methods for athletes;
• the mapping of use contexts, including football teams, running groups, cycling associations, fit-box classes and individual participants;
• the definition of objectives and barriers relating to frequency of use, continuity, perceived feedback quality and familiarity with wearables;
• the development of behavioural nudging protocols and motivational micro-interventions, differentiated by sport and age group;
• the testing of different formats, such as short notifications, periodic summaries and training “stories”;
• the definition of metrics to measure engagement, information saturation and perceived usefulness;
• the collection of qualitative feedback and the progressive involvement of teams, sports groups and volunteers across Lombardy;
• the production of demonstration materials and guidelines for transferring the PHYS-EX experience to other sports or educational settings, while maintaining a focus on personal-data protection and transparency towards participants.

Overall, the project aims to produce a replicable demonstrator platform for other lines of technical apparel, guidelines for integrating electronics and innovative materials while minimising environmental impact, and a stable collaboration model among Lombardy’s creative, digital and manufacturing businesses.

Partnership

The PHYS-EX project is developed by a partnership comprising SNJ Media Studio S.r.l., Techinnova S.p.A., MTM S.r.l. and TUTTOTONDO S.r.l., bringing together complementary expertise in software, research and development, materials, technology integration, communication, behavioural design and regional testing.

SNJ Media Studio S.r.l. – Lead Partner
SNJ Media Studio coordinates the development of the advanced firmware and the Physical AI Platform. Its activities cover real-time processing of multisensor data, energy-consumption optimisation, management of sensor protocols, development of Physical AI and Behavioral AI models, creation of an API layer for external developers, and integration of secure consent, data-flow and authorisation systems in line with GDPR and data-minimisation principles.

Techinnova S.p.A. – Partner Company
Techinnova is responsible for designing the sensor modules and the form factor of the smart shirts. The company works on integrating electronic components into the textile garment, using patented eco-friendly resin (EP4255984), producing 3D-printed internal microstructures, and carrying out preliminary validation through torsion, tensile, compression and signal-stability tests.

MTM S.r.l. – Partner Company
MTM is responsible for system integration and technical validation of the PHYS-EX prototypes. Activities include integration of hardware, firmware and the Physical AI platform; definition of wiring layouts and attachment points; setup of a pilot assembly line; quality controls; electrical and mechanical tests; interoperability testing; and field validation with selected teams and athletes.

TUTTOTONDO S.r.l. – Partner Company
TUTTOTONDO coordinates athlete engagement, behavioural nudging and participatory testing activities in collaboration with Università Cattolica. Its role includes designing engagement protocols, mapping use contexts, defining motivational micro-messages and micro-interventions, collecting qualitative feedback, involving teams, sports groups and volunteers, and producing guidelines to transfer the experience to other sports or educational settings.

WITH THE SUPPORT OF