Wearables: The Next Generation of Fitness and Fashion

March 09, 2016 - By: Sarah Hovis

 If it seems most everyone is wearing some form of fitness tracker these days, you aren’t imagining things. According to
VentureBeat, almost
60 million fitness trackers will be in use by 2018. With those numbers, it’s no wonder brands are trying to stake their claim in the market. While
Apple and NIKE, Inc. have been partners for almost a decade (Apple CEO Tim Cook also sits on Nike’s Board of Directors), other brands are getting serious about competing.
New Balance
Marketing Week reported last month that New Balance recently created a new division called
New Balance Digital Sport. They’ve teamed up with Google and Intel to create and launch and Android-based sports watch designed for runners of all levels sometime in 2016.
Under Armour Under Armour has an impressive endorsement roster that includes Golden State Warriors Point Guard
Stephen Curry and American Ballet Theatre Principal
Misty Copeland. Now they are
partnering with HTC (under the new sub-brand
Healthbox™) to offer a
connected fitness system that specifically measures, monitors, and manages the factors that determine how the wearer feels.
Fitbit Still the market-leading brand for fitness wearables, Fitbit is upping their game in the wake of
Apple’s partnership with luxury brand Hermès by offering the new
Alta™ fitness band. The more fashion-focused design has a customizable and colorful appearance and will offer accessory options from
fashion designer Tory Burch. Lucy Sheehan, the brand’s head of marketing in
EMEA was
quoted in Marketing Week as saying, “Fitness means something different to every single person and that’s why you have to create products that are tailored around the user to succeed in this space. If you’re wearing the same product 24 hours a day you have to feel good about it, it’s a lifestyle accessory after all.” Tell us in the comments what you think of this next wave of wearables. Photo via: