New Balance unveiled a new division that plans to focus on developing digital experiences and wearable technologies. The Boston-based athletic firm revealed the division, Digital Sport, yesterday at the Consumer Electronics Show in Las Vegas.
“New Balance has a 110-year heritage of product development and innovation in the running category, and, our new Digital Sport division represents our newest commitment to invest in athletes and runners around the world in their pursuit of extraordinary physical feats,” said Rob DeMartini, president and CEO of New Balance, in a statement. “Digital technology has truly revolutionized, very quickly, this industry and New Balance wants to continue to be a brand on the forefront.”
Shoe companies are pushing more heavily into the hot wearable-technology category.
The goal, for many of them, is to connect consumers with technology that more closely measures body metrics and performance.
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For its part, New Balance said it would launch a smartwatch as its first product from the newly minted division for the 2016 holiday season.
The Digital Sport group, according to the statement, will focus on three product categories: devices such as the smartwatch, embedded technology that can be used in the company’s shoes and apparel, and performance sport equipment that offers data on athlete performance.