Earlier this month, Under Armour unveiled its first ever wristband wearable at CES 2016 alongside a collection of other tracking devices. It was a big and telling move for the company which traditionally sets its sights on sportswear and sneakers; it’s putting a ton of resources and dollars into building tech intended to compete with the Fitbits of the world.


While this is no easy task — the wearable industry is already saturated with fitness trackers that promise similar experiences — the company has teamed up with tech powerhouse HTC to create the UA Band, a $180 fitness tracker splashed with Under Armour’s signature black and red colors. Read more