Under Armour announced a $150 million purchase today. Originating as a performance apparel line in 1996 with their moisture control clothing and expanding into the athletic footwear industry in 2006, Under Armour has always made progress a focal point. Their newest addition pushes the brand into yet another avenue, with the bold acquisition of MapMyFitness. Reaching over 20 million registered users, MapMyFitness is an open platform that seamlessly integrates more than 400 fitness tracking devices and sensors via GPS to provide users with the ability to map, record and share their workouts. Flagship brands MapMyRun and MapMyRide contribute to one of the largest fitness communities in the world, which will position Under Armour at the forefront of sports and technology and continue to improve how athletes train and perform.
“This partnership is about Under Armour enhancing our digital expertise to drive the future of performance innovation for the global athlete community,” said Kevin Plank, Founder and CEO of Under Armour. “Innovation has always been at the core of our company, and now we are better positioned to design open, digital products for the athlete of tomorrow and become more proactive in providing solutions that will help people across the world lead healthier lifestyles.”
Now a wholly-owned subsidiary of Under Armour, MapMyFitness will continue to operate out of Austin, TX and will work with UA to continue innovating athletic performance technology. Have you ever used MapMyFitness? Tell us and let us know what you think of Under Armour’s $150 million investment in the comment box below, and keep running to Nice Kicks for all of your latest news and information.
