Under Armour’s New Shoes Know If You’re Ready To Work Out

by MR Magazine Staff

Under Armour has added built-in sensors to three new running shoes, part of a bigger push by the company to double the number of units of “connected” footwear it hopes to sell in 2017. The new line of shoes, which the Baltimore-based athletic maker will debut at the Consumer Electronics Show in Las Vegas, are being unveiled under the company’s UA Record Equipped line. Under Armour debuted a single, sensor-enabled shoe early this year to help runners track their workouts without needing a mobile device or wearable activity tracker. But for 2017, the company is selling three new shoes retailing between $140-$160 each. They are meant to appeal to a broader range of runners that want super light shoes or those with more cushioned support. A slew of companies—including Apple, Fitbit and Under Armour—have aimed to incorporate technology into the world of fitness. In general, much of the attention so far has been on adding sensor-powered technology to an athlete’s wrist. But Under Armour has shown willingness to look at other parts of the body. Several years ago, it debuted in-chest sensors for workouts at the NFL combine. And lately it has focused on footwear. “Everyone is wearing shoes,” Kevin Haley, Under Armour president of category management and innovation, told Fortune. “They are just a part of your day.” Read more at Fortune.