- Under Armour (UA +0.4%) officially launched its connected fitness suite of products at CES.
- As anticipated, the company unveiled the UA Healthbox platform, a data-tracking untethered running shoe , wireless headphones in partnership with Harman International (HAR), and the UA Band fitness tracker which was designed by HTC (OTC:HTCXF). The products will roll out on the retail side throughout the year.
- Under Armour's aggressive push into connected fitness products is being supplemented by its acquisitions of MapMyFitness, Endomondo, and MyFitnessPal. While Nike, Fitbit, and Adidas are the obvious targets of Under Armour's tech play, there's also some clawing at Apple's Beats business and health monitoring ecosystem.