Chipmaker Intel unveiled a new partnership with SMS Audio, the headphone company owned by rapper Curtis "50 Cent" Jackson, at the New Museum in Manhattan on Thursday night.
At the press event, the companies revealed the fitness-focused BioSport In-Ear Headphones, their first collaboration. The headphones can track a user's heart rate and are powered using a smartphone's audio jack, removing the need for a separate battery pack. The headphones will go on sale by the end of the year.
Along with 50 Cent as SMS's majority owner, the company has NBA star Carmelo Anthony (left) as an investor and endorser of its sports and fitness product line. Here, Anthony shakes hands with SMS President Brian Nohe.
When I tried on the headphones Thursday night, they felt sturdy, with a strong strap and soft earbuds. The colorful design I saw was blue and black, but other designs available should include black paired with pink, yellow, or gray.