Adidas and New Balance have joined the Consumer Electronics Association (Cea), the trade organization for the consumer electronics industry in the U.S. The two sports firms are among the companies who have recently joined Cea as connectivity quickly expands into the fitness, smart watch and wearables categories. Smart watches and fitness and activity tracking devices are expected to surpass $1 billion in the U.S. in 2014, a 26 percent increase versus 2013, according to Cea's U.S. Consumer Electronics Sales and Forecast, released in July 2014. Cea's flagship fair, the International Consumer Electronics Show (Ces), starting on Jan. 4 in Las Vegas, will be a major launch pad for connected fitness and sports devices, among the fastest growing categories in sporting goods.

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