Under Armour is nipping at Nike's heels in apparel sales. Now, with its latest product, unveiled at the Consumer Electronics Show (CES) on Tuesday, the Baltimore company is going after Nike on another front. UA Record, Under Armour's new health-tracking software, pairs with a bevy of wearable devices. Its dashboard allows the fitness obsessed to interact with others by sharing results and posting photos and videos. "It's a social network for activity," said Senior Vice President Robin Thurston on the CES show floor where the company claimed a central space.