‘Exciting new direction’ as Under Armour inks deal with HTC
Under Armour has signed a deal with technology group HTC which could advance its ambitions in wearable technology.
The companies have not stated specifically what they are working on, but it looks likely it will be about fusing apps such as the ‘UA Record’ MapMyFitness suite with apparel or wearable devices.
Under Armour's team of designers, sports scientists and athletes are working with HTC's connected products business. "It's an incredibly exciting new direction for us," said HTC CEO Peter Chou.
"We want our products to meet the needs of every individual whether you're training for a personal best in your next half marathon, or a professional athlete honing your performance with a full training staff behind you.”
Robin Thurston, senior vice-president of Connected Fitness at Under Armour, added: “By applying shared values to our collaboration, we will allow athletes everywhere to take their performance to the next level in a more connected and intuitive way than ever.”
Rival Nike previously worked with Apple on its FuelBand fitness tracking bracelet, but discontinued it in April, laying off the team.
