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Under Armour's Armour 39 tracking system

Under Armour CEO kicks off the event

The Armour 39 system gear

Armour 39 as seen on the iPad

Using Armour 39 on stage

Getting pumped up

Armour 39 is fittingly worn under your clothes

Under Armour's 'I Will' campaign

Armour 39's smartwatch

The Armour 39 strap

Armour 39 on the iPhone

Under Armour unveiled its Armour 39 system today, which includes a strap that monitors, among other things, your heart rate. The strap also has a slot for a "bug," which acts like a computer, sending data to the cloud via a Bluetooth connection.
Caption by / Photo by Roger Cheng/CNET
Under Armour CEO Kevin Plank kicked off the event with a review of the company's background and the steps it is taking for the future.
Caption by / Photo by Roger Cheng/CNET
The system includes the strap, the bug, and an optional watch. The strap and bug combined cost $150, while the watch costs $200. The iOS app is free.
Caption by / Photo by Roger Cheng/CNET
A look at the stats that Armour 39 tracks on the iPad. In addition to heart rate, intensity, and calories burned, it offers up its own stat, "WILLpower," which tracks how well you exercised.
Caption by / Photo by Roger Cheng/CNET
An Under Armour employee discussing how the system works.
Caption by / Photo by Roger Cheng/CNET
The Under Armour employee pushing the Armour 39 tester to move faster and harder to push up her WILLpower score.
Caption by / Photo by Roger Cheng/CNET
The strap works fine for men and women, and the company is working on a system that's built into the shirt itself.
Caption by / Photo by Roger Cheng/CNET
Under Armour also unveiled a new campaign, titled "I Will," to tie into the WILLpower metric found in Armour 39.
Caption by / Photo by Roger Cheng/CNET
Under Armour will also offer a watch accessory that displays your stats. While useful, it is expensive at $200. Still, it beats looking at your phone every few minutes. It too connects via Bluetooth.
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The Armour 39 strap is worn around the chest, or just below. The strap has sensors that monitor the heart rate and other metrics. In the center of the strap sits the bug computer.
Caption by / Photo by Under Armour
The Armour 39 iPhone app in action. For now, the system works only with iOS, but an Android version is expected soon.
Caption by / Photo by Under Armour
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