Under Armour has already made moves to expand from sports apparel to technology. Now, the company is taking a big step forward by buying two popular fitness tracking apps in an effort to build up its own mobile presence.
For $475 million, Under Armour will acquire MyFitnessPal, which boasts 80 million users and became the most-downloaded health and fitness app on Android in 2014. Additionally, Under Armour is picking up Danish startup Endomondo and its 20 million users for another $85 million.
“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,” said Under Armour CEO and founder Kevin Plank.
Clearly, Under Armour has big plans for the fitness tracking market. The company previously acquired MapMyFitness for $150 million back in 2013, and now sells MapMyRun devices meant to improve your workout. HTC has also confirmed plans to develop new products as part of a partnership with Under Armour.
Whether the company can turn all these services and gadgets into a single cohesive product remains to be seen, but for now Under Armour looks well positioned to take on its fitness tracking competition.