Original Story posted by Dallas Business Journal
By Anne Stych   –  Contributing Writer, 
Aug 15, 2019, 7:51am CDT Updated Aug 26, 2019, 1:49pm EDT
Rebel Athletic is the winner in the Technology Adopter category for the 2019 Tech Titan awards. Category winners will be announced at an awards event on Friday, Aug. 23. For more information about the awards event, click here.

Rebel Athletic is revolutionizing the dance and cheerleading apparel industry with Fit Freedom, a body measurement platform powered by augmented reality and machine learning.

The technology is designed to rid the apparel industry of its biggest nightmare: size-related returns. 

Fit Freedom turns a smartphone into a virtual tailor that provides precision sizing, converting the consumer’s body measurements into a 3D “fit” model that can determine accurate sizing down to the half inch.

Sales representatives then crosscheck the customer's preferences and measurements with the retailer’s available sizing charts to find the optimal fit. 

“With the development of Fit Freedom, our sales representatives can now deliver accurate and custom sizing, instantly,” said CEO Karen Aldredge.

The company has implemented the technology enterprise-wide, arming 42 sales representatives across the United States, United Kingdom and Canada with the app, which has saved Rebel Athletic more than $200,000 in sizing expenses.

During beta testing, Fit Freedom’s proprietary machine learning algorithms synthesized scans from thousands of competitive athletes nationwide, including the Dallas Cowboy Cheerleaders and Cheer Athletics, the nation’s largest All-Star cheerleading facility. The teams reported a 99 percent fit accuracy rate.

The technology is a joint development venture between athletic clothier Rebel Athletic and Addison-based digital transformation company SevenTablets.

Here are Aldridge’s answers to Business Journal's questions about tech in DFW:
What’s an example of technology that people don’t use any more yet we take its replacement for granted?

Having Google Maps on your phone. Younger people don't understand how easy it is to have it on your phone and have a voice telling you where to go. Back in the day, we had to use dial-up internet and Mapquest and print out the directions then try to read the piece of paper while we were driving.
What is something that other technology-focused cities have but North Texas is missing?

I spend half of my time in San Francisco, and I've noticed that the tech community there spends no time on their wardrobe. They all wear black and all look like Steve Jobs walking around. So that might work here, too.