LAS VEGAS, NV. – At CES today, New Balance announced that they will be launching a new division dedicated to improving athletic performance. This is the second such announcement from a major athletic apparel leader today; the first being Under Armour.
New Balance’s new division will be called New Balance Digital Sport and it will attempt to better understand, motivate and improve performance of athletes via digital experiences and new wearable technologies. The first product that New Balance will be launching for Digital Sport will be a smartwatch towards the end of 2016.
Get The Latest CES 2016 Sports Tech News In Your Inbox!
“New Balance has a 110-year heritage of product development and innovation in the running category, and, our new Digital Sport division represents our newest commitment to invest in athletes and runners around the world in their pursuit of extraordinary physical feats,” said Rob DeMartini, President and CEO of New Balance. “Digital technology has truly revolutionized, very quickly, 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 launch of Digital Sport will have New Balance partnering with some major tech companies such as, Google, Intel, Strava and Zepp, to create smart wearables that are optimized for athletic apparel and movements. The main goal will be to build a digital ecosystem for athletes that use New Balance connected wearables. This is pretty much the exact same approach Under Armour announced at CES 2015 with UA Record.
Stepping it up! Intel & @NewBalance join forces for revolutionary #3dprinted shoe soles. #CES2016 pic.twitter.com/mjpiXCVsUs
— Intel @ #CES2016 (@intel) January 6, 2016
The New Balance press release stated that Digital Sport will initially focus on three product categories: devices, including the smart-watch; embedded technology, such as intelligent sensors integrated into New Balance footwear and apparel; and performance sport, including sports equipment micro-fob that senses, analyzes and provides feedback on the athlete’s performance.
The smartwatch that New Balance will launch later in 2016 will aim to have athletes train while not using their smartphones. Specifically designed for runners, the watch will track runners’ routes via GPS and also enable them to run with music, all without carrying their smartphones. To accomplish this, Google and Intel will be providing the athlete focused smartwatch platform powered by Android Wear.
“Technology has tremendous power to make the amazing possible, and nowhere is that more apparent than in sports and fitness,” said Brian Krzanich, CEO, Intel Corporation. “As an avid runner, I look forward to seeing how our collaboration with New Balance and their deep intelligence about the running experience can unlock the performance potential for runners everywhere.”
Additionally, after the smartwatch launches New Balance will bring other connected athlete devices to market in 2017 and 2018. And to supplement these products New Balance Digital Sport will also create digital experiences, the first of which will be the New Balance Run Club.
New Balance Run Club will be a digital and physical community of runners where Strava technology will allow runners to connect online and offline. Through the Run Club and New Balance’s future wearables runners will share goals and accomplishments, track performance and ultimately improve if all goes to plan.
The Run Club will also have virtual events and training programs and New Balance stores will be focal points for starting local running groups with the first club launching in Boulder, CO this winter.