Wearable Tech World Feature Article
February 13, 2013

Under Armour: New Activity-Monitoring Device Armour39 to be Available Soon

The renowned American sportswear company, Under Armour, Inc.’s mission is to “make all athletes better.”

In line with this statement, the company has come forward to debut its new activity-monitoring device (available in the spring) that might help athletes do just that – train smarter during workout sessions and get better performance results.

It is likely the newArmour39 gadgets (the chest strap, iPhone app and watch) will make a splash in the wearable technology market as soon as it comes out, and increase in popularity as being a must-have device for athletes and fitness enthusiasts alike.

The product is meant to measure, track and analyze each move the wearer makes.

Armour39 is basically designed to give wearers in-depth data on their training, in addition to measuring their heart rate and displaying the amount of calories they burn. 

Although the market is already full of wearable technology devices that track wearers’ activities, the Armour 39 is geared more toward athletes than casual exercisers.

The Armour39 features not a wrist or arm band, but a body strap that captures more than the usual data: counting number of steps taken or the amount of reps, as well as the speed and intensity of an exercise session.

The technology behind Armour39 was first devised in 2011 with the help of two NFL football players, Cam Newton and Julio Jones. Most recently, the gadget was tested on high school athletes in Florida before it was released to the public.

At present, competition in the field of activity-measuring gadgets is fierce for wearable technologies in sports and fitness. Among those products is the Nike+ FuelBand, released last year. The Nike device also tracks wearers’ daily activities, the number of calories burned and the number of steps taken. It even allows wearers to set their personal daily activity goals, and tracks activity patterns to help the wearer stay motivated.

Through a partnership with Apple that started in 2006, Nike can offer products that sync with Apple electronics.

Like with Nike’s gadget, the Armour39 will also be able to sync with Apple iOS devices just as well. By making this possible, Under Armour looks to conquer the mobile/smartphone app market by offering even more in terms of connectivity for future products.

At present, however, the Armour39 strap and monitoring technology will be available at the price of $149.99. One will be able to preorder in mid-February for this gear. The watch, which can sync with Armour39 and record data, will also be available, but for $199.99.

Under Armour is already doing well in the athletic market, especially in North America where the demand for athletic clothing, footwear and accessories is growing. Its sales last year were up by 25 percent.

However, as chief executive Kevin Plank outlined, the company knows the importance of diversifying its offer, and Armour39 can be seen as the answer to this need.

Those interested in Armour39 can click here for more information.

Edited by Braden Becker

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