Intel moves to put chips in shoes, sunnies and snowboards

Unveils new partnerships with ESPN, New Balance and Oakley to target active market

Intel CEO, Brian Krzanich

Intel CEO, Brian Krzanich

Intel is set to move into the increasingly lucrative sports and fitness markets through new partnerships with companies like ESPN, New Balance and Oakley.

At the consumer electronics show (CES) in Las Vegas, Intel CEO,Brian Krzanich, announced a series of collaborations to use technology and data analytics to benefit health, fitness and athletic performance. Intel plans to work with sport network ESPN to use data analytics at the upcoming X Games in Aspen, Colorado.

The company also gave details of joint efforts with New Balance and Oakley to design new fitness and lifestyle products.

"There is a rapidly growing role for technology that is at once transformative, unprecedented and accessible," Krzanich said.

He also stressed that Intel remains focused on addressing big societal challenges facing the technology industry and foreshadowed plans for a new anti-online harassment effort with Vox Media, Re/code and Lady Gaga's Born This Way Foundation to promote diversity and inclusion.

Intel said its collaboration with ESPN will showcase the latest technology set to add new levels of data-powered insights to the feats of athleticism at X Games Aspen 2016. The Intel Curie module will be integrated into the Men's Snowboard Slopestyle and Men's Snowboard Big Air competitions to provide real-time data on athlete performance such as in-air rotations, jump height, jump distance, speed, and force on landing.

The company said this access to new data will provide athletes with greater insights into their performance, provide additional metrics for on-air analysts, and change the fan experience both at home and in the stands.

Intel has also partnered with New Balance to develop wearable technologies the sports manufacturer’s newly formed Digital Sport division. During the presentation, Krzanich and New Balance CEO, Rob DeMartini, wore running shoes featuring customized 3D printed midsoles using Intel’s RealSense technology and disclosed plans to develop a smart sport watch available for the 2016 holiday season.

During the event, Oakley and Intel also previewed the first look at "Radar Pace" – smart eyewear featuring a voice-activated, real-time coaching system.

The two companies will fuse premium eyewear with smart technology to create “smart eyewear”, designed to provide runners, cyclists and workout enthusiasts with in-the-moment feedback and analytics, helping to track progress and improve real-time performance.

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