Misfit, the creators of the popular Shine fitness tracker are back with a new, equally as stylish, rugged and useful device called Flash.

Flash is crafted out of a special soft-touch plastic, Flash is comfortable, extremely durable, and waterproof to 30 meters, making it fit for even the toughest uses. It comes in seven unique colors including a lemon-lime Zest, funky Fuchsia, and minimalist Frost.

Misfit is hoping to secure market share by offering a stylish, easy to use device for just $49.99. Flash will be available at national retailers like Best Buy, Target, and Walmart next month.

Flash was originally created in partnership with The Coca-Cola Company, Misfit’s long-term strategic partner, to encourage active lifestyles globally. Misfit’s first product, Shine, launched in late 2013, and is now available in tens of thousands of retail locations in over 40 countries.

“Flash is the only fully featured activity and sleep tracker in the world for under $50, making it an incredible value,” said Tim Golnik, VP of Product and Design at Misfit.

Like Shine, Flash never requires charging and can be worn virtually anywhere — on a user’s wrist, pants, shirt, shoes, lapel, or even on a keychain. Flash includes the very best of Shine’s user experience and automatically measures steps, calories, distance, sleep quality and duration, and even tracks cycling and swimming. The entire front of Flash is a button; to check your progress toward your daily activity goal and the time of day, simply press it. Flash syncs wirelessly with the Misfit App on iOS and Android phones.

You can find out more about Misfit here at misfit.com