Under Armour to Collaborate with HTC on Wearable Tech
Gear company makes big bid in growing market
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Sports clothing and gear company Under Armour announced on Tuesday at the International Consumer Electronics Show in Las Vegas that it will work with Taiwanese mobile communications company HTC for its next line of wearable fitness products. There is no clear word yet on what the two companies will produce together, but HTC has indicated that it will design a series of products compatible with UA Record, Under Armour’s interactive mobile fitness app, Digital Trends reports.
The collaboration is Under Armour’s latest move toward wearable fitness products. In November 2013, Bloomberg reported that the clothing company acquired app maker MapMyFitness for $150 million, ultimately integrating it into Under Armour’s proprietary fitness-tracking suite.
“Mobile innovation has completely changed people’s lives in recent years, making us more connected to our world than ever before,” HTC CEO Peter Chou said in a press release. “Now we want to help people be better connected with themselves, helping them to achieve their goals and gain deeper insight into their own lives to become the best they can be.”
As Outside reported in May 2014, wearable tech has become so ubiquitous in recent years that some federal entities, such as the U.S. Forest Service and the Oregon Department of Transportation, are using crowdsourced data to make the outdoors more accessible. In November, Forbes reported that data collected by activity-tracker company Fitbit would be used in court cases.