Under Armour Debuts 'Social Network for Activity'

After Chasing Nike in Sales, Company Follows It Into Software

By Published on .

Under Armour is nipping at Nike's heels in apparel sales. Now, with its latest product, unveiled at the Consumer Electronics Show on Tuesday, the Baltimore company is going after Nike on another front.

UA Record, Under Armour's new health-tracking software, pairs with a bevy of wearable devices. Its dashboard allows the fitness obsessed to interact with others by sharing results and posting photos and videos. "It's a social network for activity," said Senior VP Robin Thurston on the CES show floor where the company claimed a central space.

For years, Nike has run its own health apps, and other tech giants like Apple and Samsung have tried to take a piece of the market too. Record will not run ads, though Map My Fitness, the app Mr. Thurston founded and Under Armour acquired last year, does allow advertising.

Mr. Thurston said promotion of Record will be a central part of the company's advertising. Under Armour was named the 2014 Ad Age Marketer of the Year.

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