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Under Armour Expands Digital Reach

Under Armour Expands Digital Reach

Sports apparel brand Under Armour has acquired two more digital fitness platforms, "Endomondo" and "MyFitnessPal," evolving the company into fitness resource.

Sports apparel brand Under Armour has acquired two more digital fitness platforms, "Endomondo" and "MyFitnessPal," evolving the company into a 360-degree health and fitness resource.

The new acquisitions supplement Under Armour's suite of applications, which also includes "MapMyFitness" and "UA Record."

Combined with the recent growth of "MapMyFitness" under Under Armour's stewardship, the new apps will expand Under Armour's connected fitness community to more than 120 million registered users.

"MyFitnessPal" is a free app that provides nutritional information for more than 5 million foods and caloric data associated with hundreds of exercises, while "Endomondo" is a fitness tracking platform that lets users map, record and share their workouts. Approximately 80 percent of "Endemondo's" current 20 million users are located outside of the U.S., thereby also increasing Under Armour's international reach.

"Under Armour's demonstrated global leadership in health and fitness innovation is greatly enhanced with the addition of 'Endomondo' and 'MyFitnessPal,' as we continue to redefine and elevate the connected fitness experience for millions of people around the world," says Kevin Plank, chairman and chief executive officer, Under Armour. "Similar to 'MapMyFitness,' 'Endomondo' and MyFitnessPal' have established track records of unmatched equity, expertise and passion in the fitness and nutrition space, and they are ideal partners to enable Under Armour to provide data-driven, proactive solutions to help athletes of all levels lead healthier and more active lifestyles."

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