This was the packaging concept presented to UA in 2010 as part of a potential licensing deal with EB Brands. The idea was to create a package which showcased the product at a much higher level than was typical of fitness products (back then). We tried to emulate something more along the lines of consumer electronics packaging from JAWBONE, MS, APPLE, Logitech,etc.
The package consisted of a printed outer box, a printed inner box which held the HRM strap, a backer card which sandwiched a foam cuff that holds the product and finally a clear inner sleeve. The backer card actually has an embossed hex pattern in it but its harder to see in these renders.