In our ever-evolving digital world, running shoe giant New Balance is not to be left behind, according to a recent article at Footwear News. This year, New Balance will be launching wearable products that are digital in an effort to meet the demands of consumers, particularly those who are into fitness and athletics.

The first product scheduled for launch during the 2016 holidays is slated to be a smartwatch. According to news reports, the company unveiled a new division, Digital Sport, at the Consumer Electronics Show in Las Vegas on January 5. New Balance’s new division intends to focus on developing wearable technologies and digital experiences, catering primarily to runners and athletes who are passionate about pursuing extraordinary physical feats. New Balance CEO and president, Rob DeMartini, said that the brand wants to continue to be on the forefront when it comes to digital technology in the shoe/clothing industry.

More and more shoe companies are focusing on products that help athletes and runners closely measure performance and body metrics using technology. As its efforts progress, and following the launch of the smartwatch, New Balance intends to embed technology to provide athletes with performance data in shoes and apparel as well.

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