Under Armour: I will

Pretty cool video from Under Armour. They are concentrating on their current technology and their vision of the future of sports rather than making the most of their sponsorships in cool videography.

The new TV advert showcases the label’s new Armour39 digital performance system (chest strap, an iPhone app and an optional watch), which tracks heart rate an athlete has, calories he or she burns and intensity of the workout. They are really pushing into new markets, with the sponsorship of spurs being the latest,  and they could be an outside bet as the next challenger to the adidas/nike monopoly.

Also, I really want the suit at the end

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