While Under Armour has seen amazing growth in the sports apparel industry over the company’s 20 year existence, it has not found the same level of success with wearables. The company’s two previous efforts (the E39 and Armour39) amounted to nothing more than niche products. Perhaps they targeted the wrong audience, offered the wrong feature set, or were just too ugly – but Under Armour has hit the drawing board and is trying again, this time with the help of HTC. The new effort from Under Armour features a suite of connected devices designed to promote fitness, call UA HealthBox. While they each work well as individual product, Under Armour has designed them to be most beneficial as a set.
First up is an activity tracking band. Similar in looks to the Nike+ Fuelband and Garmin Vivosmart, the cleverly named UA Band tracks daily movement and sleep, has a heart rate monitor, allows you to log the type of workout you are doing, and connects to your phone for notifications and music control. The device is water proof up to 10 meters, has a touch sensitive monochrome PMOLED display, and a 5 day battery life. Unfortunately the $180 silicon / plastic fitness band is only available in black (with a few red accents) so if you are not a fan of the coloring, you are out of luck. The data recorded by the UA Band is fed via Bluetooth to the UA Record app on your phone. This app is what Under Armour claims makes their suite of devices so special.
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