- Capabilities Used
- Industrial Design
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.
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 its Armour39 performance tracking system in order to appeal 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 product development challenge – designing a wrist-based feedback device that would resonate strongly with the Under Armour brand and offer unique features for the intense competitor. Working with 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 throughout this broad exploration into key design attributes. Together we produced a range of product concepts and eventually selected a final design direction.
Design That Delivers the Promise
The resulting watch has numerous carefully crafted features designed to fulfill the Under Armour brand’s 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, we designed clasps and interface touchpoints to be strong and easily adjustable even while working out like a fiend. With its unique wrist-based feedback device, the Under Armour Armour39 performance tracking system is positioned as a truly differentiated offering in this rapidly growing market.