With smartwatch and fitness band sales more than doubling in the U.K. last year, brands are placing an impetuous on wearable technology in a bid to stand out from the competition. Brits purchased three million fitness bands and smartwatches last year -- up 118% on 2014, according to data from Mintel. Not surprisingly, sport brands are trying to get in on the action. New Balance recently created a new division to connect consumers with wearable technology, and is teaming up with Google and Intel.