News > Press Releases

Innovators Unite! CEA Welcomes adidas, L’Oréal, Lyft Among New Members

Arlington, VA – December 19, 2014 – 
The Consumer Electronics Association (CEA)® announced today that several high-profile members have recently joined CEA’s diverse and influential stable of innovators. Sports apparel and health device manufacturer adidas and global athletic and lifestyle brand New Balance, ridesharing companies Lyft and Ridescout, watchmaker Timex and global beauty company L’Oréal are now among the 2,000-plus members of CEA, the association representing the consumer technology and innovations industries.
“CEA is thrilled to welcome such a diverse and innovative group of new members,” said Gary Shapiro, president and CEO, CEA. “The world of consumer technologies continues to change and expand, reaching into new markets, transforming old business models and providing benefits across all aspects of consumers’ lives. The diversity of our membership reflects these changes even as we continue to represent companies operating in traditional – and constantly evolving - consumer technology markets. We are especially proud that all of these companies – both century-old brands and disruptive newcomers – embrace the value of CEA as the advocate for innovation, and the people and products that are changing our world.”
The Internet of Things is connecting more and more of our electronics devices, making life more seamless than ever. adidas, New Balance and Timex are among the innovative companies leveraging this connectivity to expand quickly into the fitness, smart watch and wearables category. According to CEA’s U.S. Consumer Electronics Sales and Forecast (July 2014), fitness and activity tracking devices and smart watches are expected to surpass $1 billion in the U.S. in 2014, a 26 percent increase over 2013. And earlier this year, L’Oréal introduced what it calls the world’s first connected beauty digital innovation – Makeup Genius.
“Timex is one of the world’s largest watchmakers,” said Shapiro. “adidas and New Balance are among the best-known sports brands on the planet. And L’Oréal is the global leader in beauty. Yet as varied as these companies are, they’re united by the potential they see for their products to better serve consumers through the ever-expanding Internet of Things.”
As the sharing economy continues to evolve across the U.S., strengthening our economy and creating new jobs, more companies that provide sharing services for consumers are finding a home at CEA. Lyft and Ridescout, which match passengers looking for rides with drivers offering transportation, join Uber as the ridesharing services now under CEA membership. CEA has been a vocal supporter of ridesharing companies that have been under attack and threatened by overzealous government regulations and special interests, and helped its members win key policy battles in Virginia, Illinois and Washington, D.C.
“Lyft and Ridescout are excellent examples of the multi-faceted benefits our sharing economy has to offer,” said Shapiro. “As it grows and strengthens, the sharing economy will have a significant impact on our nation's overall economic success, by enhancing competition and consumer choice, lowering barriers to entrepreneurship and boosting our overall consumption of underused resources – whether they’re parked cars, spare bedrooms or unemployed or underutilized skills.”
About the Consumer Technology Assocation

The Consumer Electronics Association (CEA) is the technology trade association representing the $211 billion U.S. consumer electronics industry. More than 2,000 companies enjoy the benefits of CEA membership, including legislative and regulatory advocacy, market research, technical training and education, industry promotion, standards development and the fostering of business and strategic relationships. CEA also owns and produces the International CES – The Global Stage for Innovation. All profits from CES are reinvested into CEA’s industry services. Find CEA online at, and through social media.