Global apparel brand New Balance will release a smartwatch expected to be available for retail by summer 2016 after announcing the establishment of a new technology division.

The watch designed “for runners by runners” using the official company line, will track runners’ routes via GPS and allow them to run with music, all without carrying their smartphones. With the platform created by Google and Intel and powered by Android WearTM, the watch is the beginning of a new era for the sports brand after the announcement of it’s new tech division, New Balance Digital Sport.

Unveiled at the International Consumer Economics Show in Las Vegas during the week, the department will be aimed exclusively at improving performance of its consumers through the use of digital experiences and wearable technologies.

The new department is set to develop an athlete-focused digital environment which will feature innovative New Balance-branded wearable technology products designed to improve physical performance. Working with such tech industry-leaders like Intel, Google, Strava and Zepp, New Balance will look to incorporate wearables and smart technologies into its footwear and apparel across a number of a sports.

The division will initially focus on three key areas within the market including devices like the aforementioned smart watch, embedded technology such as intelligent sensors and performance equipment that provides feedback on an athlete’s performances.

2015 was a huge year for digital products including the likes of VR and wearables that keep getting smaller and this fact hasn’t been lost on the well-known brand with it set to become a huge role of New Balance’s ethos moving into the future.

New Balance President and CEO Rob DeMartini said that the brand was proud of its history in sports innovation and that the new department would help spearhead the company’s assault on the tech world.

“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,” he said.

“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.”

Following the smartwatch launch during the summer in 2016, New Balance is also set to launch a number of other devices and experiences throughout 2017 and 2018 including the virtual New Balance Run Club.