Under Armour launches $25,000 competition to enhance Armour39 fitness device
By By Lorraine Mirabella
Oct 14, 2013 | 4:59 PM
Under Armour executives are looking for ideas to improve the brand's Armour39 performance monitoring system and plan to award $25,000 to the winner of a competition launched Monday.
The Baltimore-based sports apparel maker announced the three-phase Armour39 Challenge, in which finalists will present concepts to the executive team in April at the Under Armour Future Show:Digital. A runner-up will be awarded $10,000, the company said.
Under Armour unveiled its fitness monitoring device, sold as a chest strap, mobile app or display watch, in March. It measures heart rate, calories burned and intensity during workouts. It also tracks "willpower," or the athlete's overall effort.
The company wants to find engineering and software development experts who can enhance the product's function in competitive analysis, exercise identification, cardiac assessment or other areas.
"From the original Under Armour compression T-shirt to our Armour39 digital monitoring system, we always strive to create cutting-edge products that provide real-time performance advantages for athletes," the company's announcement said. "Innovation is an essential part of who we are as a brand."
Applicants must submit a concept statement and explanation of their expertise and are encouraged to submit a three- to five-minute video explaining the enhancements. Fifty applicants will be chosen to move on to the second, three-month idea development phase. Fifteen finalists will move on to the third phase and present ideas in April.