Under Armour gets serious about fitness

UNDER ARMOUR GETS SERIOUS ABOUT FITNESS TECH WITH HEALTHBOX, A BIG BOX O' GADGETS

A HUGE NAME IN ATHLETIC WEAR INTRODUCES A SYSTEM WITH ITS OWN FITNESS BAND. AND SCALE. AND HEART-RATE MONITOR. AND SHOES. AND MORE.

It isn't tough to come up with arguments against entering the fitness wearable market in 2016. After all, any company that does so is a decided latecomer to a crowded market. The first Fitbit debuted more than seven years ago; Nike, which helped ramp up the category in 2012 with its FuelBand, has already backed out of itin favor of partnering with tech-savvy companies such as Apple.

Sportswear and accessory giant Under Armour doesn't seem fazed. At International CES in Las Vegas—the U.S.'s biggest gadget-fest—the company is announcing not just a fitness band but a whole platform centered around a bundle it's calling HealthBox: a band, a smart scale, and a heart-rate monitoring strap sold in one great big package and tied together by a new version of the company's Record smartphone app.

HealthBox retails for $400; the company will sell the components separately to the bundle-adverse, and is also unveiling some complementary products such as...

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