Sports clothing brand inks app deals to drive “connected fitness” portfolio – Mobile World Live

Sports clothing brand inks app deals to drive “connected fitness” portfolio

05 FEB 2015

Under Armour, a sports clothes and accessories brand, acquired apps vendors Endomondo and MyFitness Pal, as part of its drive to establish “the world’s largest digital health and fitness community”.

It is paying $474 million for San Francisco-based MyFitness Pal, which is described as “the leading resource for healthy living and nutrition with over 80 million registered users”. It is expected to close in the fourth quarter of 2015.

And it has already paid $85 million for Endomondo, a Copenhagen, Denmark-based connected fitness community with around 20 million registered users, concentrated in Europe.

The deals are not Under Armour’s first moves into the space. It announced a $150 million deal to acquire Mapmyfitness late in 2013, and has also been linked with the launch of a wearable device from vendor HTC.

In a statement, Kevin Plank, chairman and CEO of Under Armour, said that its new acquisitions “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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Steve Costello

Steve works across all of Mobile World Live’s channels and played a lead role in the launch and ongoing success of our apps and devices services. He has been a journalist...More

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