Under Armour unveiled its Armour 39 system, and at first glance it aims to be a direct shot at other fitness-trackers such as the Nike FuelBand. And while it may potentially take a chunk out of Nike’s business, Armour 39 seems to be aiming to go after a more hardcore audience by using stars like GSP in it’s ads.
Armour 39 consists of a sensor-equipped strap worn around the chest; it includes a center sleeve for a “bug,” which acts as a computer in storing and moving fitness data to the cloud via Bluetooth. Users can check their progress on a watch or by way of an app on the smartphone (IOS 6+ or Android). The system will be available on March 20. The strap and bug will cost $149.99, while the optional watch accessory will cost $199.99.