Intel last night unveiled a sharply heightened sports strategy for the computer chipmaker at its keynote presentation preceding the CES conference in Las Vegas, backed heavily by its wearable, low-cost Curie module. Intel announced a wide series of partnerships, including ones with ESPN, New Balance and Red Bull Media House on a variety of sports-related endeavors. ESPN President John Skipper, still nursing a torn Achilles tendon and using crutches, appeared during the Intel keynote to discuss a partnership to place Curie modules on snowboards and showcase real-time data of jumps, such as elevation, air time, rotations, speed and gravitational force, during X Games broadcasts beginning later this month. “We’ll put this to use in Aspen and see what else we can do,” Skipper said. The Red Bull Media House alignment covers similar ground and will also use the Curie technology to provide performance data across multiple sports. Meanwhile, New Balance announced an entire new company division, New Balance Digital Sport, that will be powered in part by Intel. The initiative will focus on three distinct areas: devices, embedded technology into New Balance footwear and apparel, and performance sport equipment that provides feedback on athlete performance. The first planned product is a smartwatch aimed for the ’16 holiday season that will not require a phone to provide connectivity. Intel technology will also be used to help advance New Balance’s previously announced aim to move into custom, 3D-printed running shoes. In addition to the athlete performance-based endeavors, Intel’s heightened sports interest also ranges into media. The company announced last night it is working with Israel-based outfit Replay Technologies, makers of the freeD panoramic, 360-degree replays used previously by the Yankees and Dodgers among others, to expand the technology from its initial iterations on television to a digital and more individual, fan-directed offering. “We believe we are entering a new era of consumer technology, where consumers are choosing experiences over products,” said Intel CEO Brian Krzanich.
