Under Armour Brand Expansion Goes Beyond Apparel: Cutting-Edge Hardware In Sleep Tracking Technology To Be Released in 2017?

Global apparel Under Armour brand is positioning itself as a major player in wearable technology, particularly sleep tracking technology. The sports brand is poised to reveal brand new hardware at the Consumer Electronics Show scheduled in January 2017.

According to reports, the Under Armour brand has been studying data on how users interact with their wearable technology, particularly sleep tracking technology. Mike Lee, the company's Chief Digital Officer was quoted as saying: "Our community is beginning to understand the importance of sleep and how it plays into the overall ecosystem of sleep, fitness, activity and nutrition."

The report further revealed that Under Armour brand is concentrating their efforts on technology to "...help people reach their maximum potential to become better athletes and lead healthier lives." However, the article noted that the Under Armour brand will not be including breathing and relaxation features similar to those in Apple and Fitbit devices.

Apple Watch & Nike+ Vs. Under Armour’s Wearable Technology https://t.co/1WU3h4DQHn #FashionTech #Fashion pic.twitter.com/4AtdaiSzS9

— WTVOX (@wtvox) October 31, 2016

In January this year, the Under Armour brand released the HealthBox devices which included their own version of the fitness tracker, smart-connected scales, and heart rate monitoring straps. After a successful launch, the Under Armour brand unveiled heart rate monitoring headphones that were designed to match with Harman and the Speedform Gemini 2 RE smart running shoes.

News that the Under Armour brand will be strengthening its bid in the wearable technology industry comes at the heels of speculation that the company's revenue is on the decline. Business Insider reports that revenue for the Under Armour brand will be slowing down in 2017 and 2018 after its steady growth since 2009.

The Under Armour brand technology team will also be working on simplifying its nutrition logging system. Rumors are circulating that Under Armour brand may tap the IBM Watson artificial intelligence system to further research on wearable technology products.