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You could argue that Under Armour is the new Nike, but in many ways, you could also argue it’s the new Apple. The company has successfully built a premium brand, with a premium image, selling premium apparel at a premium price. But UA isn’t just an athletic apparel company, they’re an industry innovator, and today Under Armour reinforced their belief that tech, software, connectivity, and community are hugely important to their business moving forward.
Under Armour today announced the purchase of MyFitnessPal and Endomondo, two fitness apps on Android and iOS that come with huge followings. These acquisitions immediately catapult the company to the forefront of both the fitness app and wearable markets.
Some recent headlines that prove exactly that:
- MyFitnessPal: Most Downloaded Fitness App of 2014
- Endomondo makes one of best Android Wear Watch Faces
- These two huge properties join MapMyFitness which Under Armour acquired in 2013.
Take the 20 million registered users that Under Armour acquired from MapMyFitness, add the 100+ million from MapMyFitness, Endomondo, and UARecord, and guess what you’ve got? The world’s largest digital health and fitness community.
Yes, Under Armour talked about selling shirts and shoes, but their big message was about digital. About software. About apps. About e-commerce. And they mentioned a partnership with HTC that will help them launch devices that work within the scope of their vision.
Let’s not forget that MyFitnessPal is closely integrated with Fitbit and I’m sure Under Armour’s ambitions don’t end with apps. What if they acquired Fitbit? What if they acquired GoPro? Under Armour has the resources and innovation to shake up the fitness tech world.
One potentially disappointing fact that comes from this news: MapMyFitness, MyFitnessPal, and Endomondo will eventually be rolled into one integrated “UARecord” solution. The founders of each of those apps decided to remain with the company and will be heading up these efforts, so thankfully, you can expect what made the original apps great to make UARecord equally as awesome. At least we hope.
Hold onto your running shoes… you’re going to be hearing a lot more about Under Armour in the Android world in 2015.
One to rule them all.
Not really a good thing here.
I like my exercise the way I like my criminal record – non-existent.
It’s good in so far as connecting friends who use different apps. I just hope it doesn’t stifle innovation and development.
Right, because consolidation and elimination of competition has never stifled innovation…
My Fitness Pal and Endomondo don’t even compete with each other. They both do two totally different things. I don’t see Under Armor becoming a bully of a software giant anytime soon.