Under Armour Adds Two Fitness Apps In Fight Against Nike

Bid To Build 'The World's Largest Digital Health and Fitness Community'

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Under Armour, the maker of athletic clothing and gear, is acquiring the MyFitnessPal and Endomondo apps in a bid to become the world's biggest tracker of fitness information.

The two apps will complement the company's current software -- MapMyFitness and UA Record -- giving it a total of 120 million users, according to a statement today. Financial terms of the two acquisitions weren't disclosed.

"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," Kevin Plank, chief executive officer of Baltimore-based Under Armour, said in the statement.

The move is part of Under Armour's efforts to lock in customers with technology and services -- rather than just shoes and T-shirts. It bought MapMyFitness for $150 million in 2013, playing catch-up to competitors like Nike, which was a pioneer in activity tracking.

MyFitnessPal, based in San Francisco, offers a free program that helps monitor fitness goals. It has more than 80 million registered users. Endomondo, meanwhile, is a Copenhagen-based social network devoted to fitness with 20 million members -- mostly outside the U.S.

Under Armour, the 2014 Ad Age Marketer of the Year, spent $18 million on measured media in 2013, the most recent annual data available from Kantar Media. In January, the company unveiled its new fitness-tracking app, UA Record, at the Consumer Electronics Show.

~Bloomberg News with Ad Age staff contributions~

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