Intel and New Balance are working on a smartwatch together

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Fitness tracking is one of the very few areas in which smartwatches are actually useful, and even then, smart bands can do the same thing for a much lower price. Regardless, people are still willing to spend money on smartwatches, which is why companies are willing to make them, even those that don’t usually release their own consumer electronics. New Balance is one such company, as it’s partnering with Google and Intel to develop its own Android Wear-powered smartwatch to go along with its athletic clothing and gear.

Global athletic leader New Balance announced today at the International Consumer Electronics Show (CES) in Las Vegas a new division dedicated exclusively to connecting consumers with the technology they desire to improve their athletic performance. New Balance Digital Sport will focus on understanding, motivating and improving the lives of athletes through digital experiences and wearable technologies. The first consumer product to launch from the new division will be a smartwatch, expected to begin retailing in the 2016 holiday season. “New Balance has a 110-year heritage of product development and innovation in the running category, and, our new Digital Sport division represents our newest commitment to invest in athletes and runners around the world in their pursuit of extraordinary physical feats,” said Rob DeMartini, President and CEO of New Balance. “Digital technology has truly revolutionized, very quickly, this industry and New Balance wants to continue to be a brand on the forefront, arming our athletes with the cutting-edge products that will help them reach peak performance.”

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