As things kick off at CES, the annual consumer electronics expo in Las Vegas, attendees are looking forward to a keynote speech from Under Armour CEO Kevin Plank. This is interesting since, at first glance, one wouldn’t immediately put Plank at the metaphorical table with tech giants like Apple, Microsoft or IBM, but with worlds of apparel and technology merging more and more lately, it makes sense.
Last year, Plank took the stage with IBM CEO Ginny Rometty, according to ZDNet. With the development of Under Armour’s fitness platform, UA Record—which rivals similar products from Nike and others—and the way Under Armour products complement other platforms, like MapMyFitness, MyFitnessPal and more, Under Armour has become clear that technology integration is a major focus for its future.
“We will continue to over-invest in connected fitness,” Plank said in a conference call, according to ZDNet. “We’re doing so because we believe strongly that it will prove an important differentiator in our relationship with the consumer.”
Also, last month, Under Armour upped its game in terms of UA Record-integrated running shoes, and hopes to double the units of connected footwear this year. It will unveil its new shoes at CES.
