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.
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Under Armour CEO kicks off the event
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.
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The Armour 39 system gear
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.
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Armour 39 as seen on the iPad
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.
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Using Armour 39 on stage
An Under Armour employee discussing how the system works.
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Getting pumped up
The Under Armour employee pushing the Armour 39 tester to move faster and harder to push up her WILLpower score.
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Armour 39 is fittingly worn under your clothes
The strap works fine for men and women, and the company is working on a system that's built into the shirt itself.
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Under Armour's 'I Will' campaign
Under Armour also unveiled a new campaign, titled "I Will," to tie into the WILLpower metric found in Armour 39.
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Armour 39's smartwatch
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
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.
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Armour 39 on the iPhone
The Armour 39 iPhone app in action. For now, the system works only with iOS, but an Android version is expected soon.