New Balance joins push towards smart textiles and devices
New Balance is launching a digital sport division, with the first product announced as a smartwatch which will be available in the second half of the year.
The division will initially focus on devices, including the smart-watch; embedded technology, such as intelligent sensors integrated into footwear and apparel; and performance sport, including a micro-fob that senses, analyses and provides feedback on the athlete's performance.
Rob DeMartini said: "Digital technology has truly revolutionized this industry and New Balance wants to continue to be a brand on the forefront, arming our athletes with the cutting-edge products that will help them reach peak performance."
The company will partner with digital, hardware and software companies, including Intel, Google, Strava and Zepp, to incorporate smart technologies, optimised for wearable consumer products, into footwear and apparel lines across a variety of sports.
Rival Under Armour last year bought technology companies, set up a new team and has recently launched a number of products in the sector.
