Under Armour Armour39 Performance Tracking Watch
Standing Out in a Rapidly Crowding Market
The market for fitness performance tracking systems had gone from empty to crowded in very little time. Under Armour, a top brand in performance athletic apparel, lacked an offering and approached Altitude for help. The challenge? Develop a performance tracking system that was distinctly Under Armour and met the needs of its demanding target customers.
A Uniquely Under Armour Feedback Device
Under Armour has built its brand by appealing to highly intense and competitive athletes. Under Armour conceived of three main components for a performance tracking system appealing to these extreme users: 1) a chest strap monitoring device with fit and accuracy tailored for intense workouts; 2) a new performance metric called WILLPOWER™ that pushes athletes to new levels of intensity; and 3) a wrist-based feedback device that would be far more convenient than an iPhone for real time information.
Altitude took on the challenge of designing a wrist-based feedback device that would resonate strongly with the Under Armour brand and offer unique features for the intense competitor. Working around Under Armour's chosen core technology, we broadly explored a range of materials, finishes, styles, attachment mechanisms, and interface touch points. We worked closely with the Under Armour team through this broad exploration of key design attributes. Together we produced a range of concepts and eventually selected a final design direction.
Design That Delivers the Promise
The resulting watch has numerous carefully crafted features designed to fulfill Under Armour's brand promise to extreme competitors. The key to the design is a unique band: comfortable on the inside and rugged on the outside. The aggressively styled band provides maximum aeration through numerous cutouts and minimum skin contact points with its contoured profile. These features provide total comfort during even the most extreme workouts. Finally, clasps and interface touch points were designed to be rugged and easy to adjust while working out like a fiend. With its differentiated wrist-based feedback device, the Under Armour Armour39 performance tracking system is positioned as a truly differentiated offering in this rapidly growing market.