New Balance Digital Sport division is working on an Android Wear smartwatch

As it’s the case every year, we have not only seen interesting smartphones, TVs and what not, but a ton of innovative, never seen before products as well. In addition, the executive announced New Balance’s new Digital Sport division. “Digital technology has truly revolutionized, very quickly, this industry and New Balance wants to continue to be a brand on the forefront, arming our athletes with the cutting-edge products that will help them reach peak performance”. They did just enter the tech sector though, thanks to their partnership with Intel. The company plans to roll out a digital ecosystem targeted at athletes via the new division, and has announced Intel, Google and more as partners. The watch will be ready for the 2016 holiday season. The watch will also provide access to music, although it’s unclear at this time if that’s previously stored or streamed online from services such as Apple Music. Through an announcement at CES, New Balance states that it is opening up the New Balance Digital Sport division “dedicated exclusively to connecting consumers with the technology they desire to improve their athletic performance”.

What about their partnership with Intel?

New Balance has launched a new “Digital Division” that will focus on creating products to improve and help athletes. The approach is similar to that of Under Armour, which purchased MapMyFitness, then teamed up with HTC to develop its own fitness band and with JBL to create running headphones.

The embedded technology will include things like sensors embedded in New Balance clothes and shoes, while the performance sport category concerns itself with sports equipment and more, and the devices are, obviously, gadgets like that aforementioned smartwatch. New Balance is the only major company to make or assemble more than 4 million pairs of athletic footwear per year in the U.S., which represents a limited portion of our United States sales.