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January 19, 2016 02:11 pm GMT

Under Armour's UA Band looks like a boring fitness tracker, but the software is killer

Uaband

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...

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Original Link: http://feeds.mashable.com/~r/mashable/tech/~3/RDDfqaZK8ks/

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