New Balance is known for its running shoes, sporting apparel and accessories, but the company is now planning on finally entering the wearable market.
The company announced the launch of a new division at the Consumer Electronics Show in Las Vegas last week called New Balance Digital Sport, which will focus on motivating and improving the lives of athletes using wearables and through digital experiences.
The new division will focus on three product categories: devices, embedded technology (such as sensors that are integrated into it's footwear), and performance sports equipment.
"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," president and CEO of New Balance, Rob DeMartini, said in a press release.
New Balance revealed that its first consumer product that will launch from its Digital Sport division will be a smartwatch aimed at runners.
New Balance will team up with Google and Intel to create the smartwatch, which will be powered by the Android Wear platform.
The New Balance smartwatch will have the ability to track routes using GPS technology and allow the user to listen to music — all without having to carry their smartphones on them. This means one less thing runners need to carry during a long run.
"Technology has tremendous power to make the amazing possible, and nowhere is that more apparent than in sports and fitness," Brian Krzanich, CEO of Intel, said in a press release. "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."
Along with the wearable, New Balance Digital Sport will also launch the New Balance Run Club, a community that will bring runners together digitally. The runner's club will be powered by Strava, a mobile app and website where members will be able to use the platform to connect with other runners, track their performance, share their routes and celebrate their accomplishments. There will also be virtual training programs to help runners get prepared for running events and virtual races.
The New Balance Run Club will also exist in the physical world, being centered in New Balance stores where runners can participate in group training, local runs and classes. The Run Club will first launch in Boulder, Colo., early this year.
New Balance's first smartwatch is expected to be released just in time for the 2016 holiday season.
Source: New Balance
