All sports depend, to some extent, on equipment, and advances in equipment have the potential to shift an athlete's performances independent of their training and skill. This technological tension has recently shaken the sport of running in the form of shoe advances, but many other sports have experienced and managed these same strains, including swimming, cycling, tennis, speed skating, and many more. This seminar will explore how technological developments within a sport, and the associated performance advantages they afford, impact that sport sociologically. This panel will bring perspectives related to product availability and athlete sponsorship ties, cultural perception and understanding of performance, and developmental implications across myriad levels of sport (e.g., youth, Olympic, masters). This discussion will aim to inform our understanding of what is to be gained, what might be lost, and what can be managed as sport evolves with technological developments. RSVP at https://umich.zoom.us/webinar/register/WN_uwoi1SxHQyKmWzIL0NMSRA