Earlier this week, Under Armour officially unveiled Armour39, its next generation of wearable technology. Armour39 is an athletic performance monitoring system that measures "what matters most: WILLpower." WILLpower is Under Armour’s proprietary measurement for how hard an athlete pushes him or herself during a workout on a scale of 1-10, taking into account heart rate, calories burned and past performances, among other things.
If Under Amour pulls this technology off in the next couple of months, prepare for a wave of competitive answers to this from Adidas, Nike, and Reebok. Click the link below for more information of what's planned to release this year.