MKTG 348 Week 11 Who Holds The Data?

I was recently told of a story about Nike and Michigan University. The theory was who can uses the data of devices given to Michigan athletes by nike? The athletes had Nike Plus Shoes that track steps and heart rate monitors. These data points could find if a player had a heart condition and didn't know it. The problem is do the athletes have an option to not use the products and the data will be collected without them knowing. Another main idea related to this is wearing a fitness tracker like Fitbit. If Fitbit were able to sell your data to your insurance company would you change your habits for cheaper insurance. This can also be used to show insurance companies if you are more at risk because these devices track heart rate while you are sleeping.