Under Armour, Fossil, New Balance unveil new products at CES 2017
Under Armour, New Balance and a number of fashion and accessories brands scored big at the 2017 International Consumer Electronics Show in Las Vegas. With brands such as Fossil expanding its wearable’s offering at the show last week, Under Armour and New Balance unveiled new products that enhance their current products.
The Baltimore-based sports apparel brand at CES revealed its first-ever Athlete Recovery Sleepwear designed to improve sleep and performance. The Sleepwear utilizes bioceramics technology by TB12 that absorb infrared wavelengths emitted by the body and reflect back Far Infrared that help the body recover faster.
"I firmly believe that sleep and recovery are critical aspects of an effective and holistic training program," said Tom Brady, the Super Bowl winning quarterback and Under Armour athlete that helped develop the new sleepwear.
"Proper sleep has helped me get to where I am today as an athlete and it is something that I continue to rely on every day. I am excited to partner with Under Armour to bring game-changing sleepwear with the same bioceramics technology I use to athletes all around the world."
In addition to the UA Athlete Recovery Sleepwear, Under Armour launched a Sleep Recovery System update to its UA Record mobile app. The new update tracks sleep using UA Band, a sleep-tracking device, custom coaching and detailed analysis.
"By monitoring trends within our Connected Fitness communities, we've seen an uptick in athletes who are adopting a 24/7 training mentality, which led us to think about factors like sleep and recovery and how important they are to overall performance," said Mike Lee, Chief Digital Officer, Under Armour.
"This drove our focus to make all athletes better through the science of sleep and recovery, and to unlock the potential for athletes to use sleep as a weapon to reach their absolute peak."
New Balance at CES unveiled its RunIQ smartwatch for the athlete on the go. The Intel Inside-powered device made in collaboration with Strava helps athletes focus on their performance with a GPS system, heart rate monitor, lap button and interval capability. The footwear company also debuted PaceIQ, the Bluetooth wireless sport headphones by Jabra that work in tandem with the RunIQ smartwatch.
Runners that use the RunIQ smartwatch can also share their workouts with the New Balance Global Run Club social network. NB Global Run Club athletes use Strava to connect with others, track their performance, share their favorite routes and celebrate accomplishments.
"New Balance has a 110-year heritage of product development and innovation in the running category, and RunIQ represents our commitment to helping athletes achieve unparalleled fitness experiences," said Rob DeMartini, President and CEO of New Balance.
"A smartwatch for runners made by runners, RunIQ combines our expertise in running with the best engineering advances through breakthrough collaborations with some of the biggest players in the technological industry."
New Balance joins Fossil in the competitive wearables market. The latter announced at CES an expansion of its wearables production to 300 new products and new brands in 2017.
Fossil launched its first wearables line in 2015, and in 2016, it launched 140 styles in 40 countries with brands Chaps, Diesel, Emporio Armani, Fossil, Kate Spade New York, Michael Kors, Misfit and Skagen.
"For more than 30 years, our products have set the category's standard in fashion design. Now as we apply that same design-first focus to wearables, the feedback we're getting from customers and retail partners is to keep bringing them more of it," said Greg McKelvey, chief strategy and digital officer, Fossil Group. "In particular, the success of our hybrid smartwatches has proven that our consumers want a balance of function and fashion. We've effectively filled that gap in the market. Hybrids pack the power needed to efficiently accomplish daily tasks in a beautifully-crafted timepiece."
Fossil brands Skagen and Misfit announced new products, the Skagen Jorn and Hald and the Misfit Vapor, Armani Exchange entered the wearables market with the Armani Exchange Connected collection, and Fossil’s namesake brand expanded its Fossil Q hybrid smartwatch line with the Fossil Q Accomplice, Modern Pursuit and Grant styles.
All Fossil wearable products feature touchscreens and activity trackers.
The new Under Armour Athlete Recovery Sleepwear is available now and retails for $80 - $100, and the New Balance RunIQ smartwatch and Jabra PaceIQ headphones will launch on February 1 and retail for $299.99 and $109.99, respectively.
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