# Hi-Tech Sports Gear The Armour39 by Under Armour Measures Athlete's Willpower By Meghan Young | Published 2013-02-14 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/armour39-by-under-armour References: [dvice](http://www.dvice.com/2013-2-13/under-armour-shows-interactive-running-suit-future) & [underarmour](http://www.underarmour.com/shop/us/en/armour39) Armour39 by Under Armour brings exciting, hi-tech developments to sports gear. Forget about small fitness trackers, this invention actually *embeds* clothing with a digital performance monitor, as well as a touchscreen to display the results. Part of the company's 'I Will' commercial campaign showcasing its recent innovations, Armour39 by Under Armour is being touted as the first of its kind. What sets the piece apart is not just its embeddable look, but its ability to measure athlete's willpower, in addition to concrete stats such as heart rate and calories burned. As far as interactive garments of the future go, Armour39 by Under Armour is by far one of the more exciting ones. ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 83% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### What's Driving This Trend - **Hi-tech Sports Gear:** Companies can innovate sports gear by embedding clothing with digital performance monitors. - **Measuring Willpower:** Innovators can create wearables that measure an athlete's willpower during a game or exercise. - **Interactive Garments:** Future sportswear can be developed with interactive features to give athletes more insights into their performance. ### Who This Affects Most - **Sports Equipment Manufacturing:** Sports equipment manufacturers can develop hi-tech gear to provide athletes with better insights into their performance and mental endurance. - **Wearable Technology:** The wearable technology industry has an opportunity to innovate by incorporating mental endurance metrics into their products. - **Fitness and Wellness:** Fitness and wellness companies can incorporate interactive features into their sportswear products to enhance the athlete's experience and improve performance. ## Related on Trend Hunter - [Wearable Performance Trackers](https://www.trendhunter.com/trends/cityplay.md) - [Subtle Ultra-Advanced Health Wearables](https://www.trendhunter.com/trends/whoop-50.md) - [Performance Tracking Mouth Guards](https://www.trendhunter.com/trends/orb-innovations.md) - [Wearable Health-Management Sunglasses](https://www.trendhunter.com/trends/isportwear.md) - [Tech-Enhanced Athlete Wearables](https://www.trendhunter.com/trends/athletes-warmup-and-recovery.md) - [Thermal Stress-Monitoring Apparel](https://www.trendhunter.com/trends/mij-technology.md) - [Next-Generation Athlete Monitoring Systems](https://www.trendhunter.com/trends/athlete-monitoring-system.md) - [AI-Powered Sports Headbands](https://www.trendhunter.com/trends/nuromova-n1.md) - [AI-Driven Fitness Solutions](https://www.trendhunter.com/trends/aidriven-fitness-solution.md)