Smartphone manufacturer HTC and athletics performance company Under Armour today at CES in Las Vegas announced a new partnership that will bring the newly launched UA Record apps into the HTC product line.
No new devices were immediately announced, but HTC is "designing a series of products to work seamlessly with UA Record," the new health and fitness initiative that UA launched this week that includes a new Android application. The app is part fitness tracker, part athletic social network, and that fairly clearly points the way to some sort of fitness-specific device — or perhaps clothing? — from HTC. But, again, nothing official so far.
HTC in late 2014 began branching out from the traditional smartphone and tablet space with the HTC RE camera, saying at the time that it was just the beginning of a new category of products for the company.
More: UA Record website
HTC AND UNDER ARMOUR JOIN FORCES TO SUPERCHARGE CONNECTED FITNESS
The best in mobile technology and design meets the ultimate in athletic performance
Las Vegas, CES, January 6, 2015 - HTC and Under Armour Inc. today announced a strategic partnership that will see the pioneers in mobile innovation and athletic performance collaborate to empower athletes everywhere. HTC is designing a series of products to work seamlessly with UA Record™, the newest addition to Under Armour Connected Fitness, the world's definitive health and fitness network. Under Armour launched the UA Record™ apps and website today at CES.
Peter Chou, CEO, HTC commented, "Mobile innovation has completely changed people's lives in recent years, making us more connected to our world than ever before. Now we want to help people be better connected with themselves, helping them to achieve their goals and gain deeper insight into their own lives to become the best they can be. By joining forces with Under Armour, one of today's most exciting and ambitious leaders in empowering athletes, we are taking the first step on this journey and will provide consumers with a range of connected health and fitness products and services that no other brand can match."
Robin Thurston, SVP, Connected Fitness, Under Armour said, "HTC is renowned for its fearless commitment to innovation, coupled with an attention to detail and premium design that makes it the ideal partner for Under Armour and UA Record™. By applying these shared values to our collaboration, we will allow athletes everywhere to take their performance to the next level in a more connected and intuitive way than ever before."
Innovation – a team effort
Under Armour's team of designers, sports scientists and athletes are working closely with HTC's Connected Products business unit, as well as its design and engineering teams, to ensure the shared efforts will meet the highest expectations of athletes everywhere. "It's an incredibly exciting new direction for us," added Peter Chou. "We want our products to meet the needs of every individual – whether you're training for a personal best in your next half marathon, or a professional athlete honing your performance with a full training staff behind you. So far, no company has been able to deliver this level of support and we feel we have a tremendous opportunity to disrupt and accelerate the development of this market."