While HTC’s logo is present on all the new Under Armour fitness devices which were unveiled at CES, Under Armour it taking the lead on the marketing front. The company has posted a new video which highlights the UA HealthBox which contains the UA Band fitness tracker, UA Heart Rate monitor and UA Scale.
There are dozens of step and activity trackers already on the market, but Under Armour and HTC are targeting a specific subset of users. They are not going after customers who want a fitness tracker so that they can lose an extra pound of two. They a zeroing in on consumers who consider themselves athletes. This approach is dramatically different than what we’ve seen from FitBit and Misfit over the past few years.
The good news is that Under Armour is already a well-respected name among athletes and they have a loyal customer base which will be excited to test our UA’s new fitness gadgets.
