Under Armour and HTC get to grips with wearables

htc_ua_available-bgCellphone firm HTC and Under Armour have finally unveiled the outcome of their cooperation to create a wearable device – the “Grip”. Under Armour has provided the tracking software for the new HTC fitness band which is a completely new business area for the Taiwanese smartphone and tablet manufacturer. The new gadget is co-branded HTC and UA. Part of the alliance is Under Armour’s web-based health & fitness portal UA Record which was launched at the beginning of this year. with some 130 million users around the globe. The Grip is water resistant and comes in colorful designs. The target audience is the sports community rather than “regular” wearable users. The fitness band is compatible with both Google’s Android and Apple’s iOS systems.


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