It 'provides an opportunity to build long-term relationships with consumers, and ultimately we think we're going to sell a lot more shirts and shoes,' Plank said.Įndomondo could help it grow its sales overseas, too, where more than three-quarters of the app's 20 million users reside. Under Armour hopes to use the information to expand sales of its clothing, hiking shoes and other products. In today's data-driven economy that could be some very valuable data, and it steps up the competition with rivals such as Nike, as well as a myriad of technology firms tackling digital health. That includes how much they sleep and exercise, what they put in their body and their nutrition needs, he said. The two technology companies are also building their own software and services for the health and fitness-conscious.'It's a piece in the puzzle toward having a total picture of the athlete,' said Kevin Plank, Under Armour's CEO, in a conference call Wednesday. Under Armour, which said in a statement that it’s trying to create the world’s largest digital health and fitness community, may soon compete with Apple Inc and Google Inc. In November 2013, UnderArmour acquired MapMyFitness, an app to virtually track fitness workouts. This isn’t the first mobile acquisition for the sports retailer.

That data is an attractive prospect for Under Armour, which is increasingly looking to use insights about consumers’ health and fitness to sell more apparel. MyFitnessPal, which claims to have over 80 million registered users, has developed one of the largest nutrition and calorie databases. It will also fork over $85 million for Danish firm Endomondo, which describes itself as a personal trainer in your pocket. The company said on Wednesday it will pay $475 million for MyFitnessPal, a free app for tracking food habits and caloric-intake.

SAN FRANCISCO, Feb 4 (Reuters) - Under Armour Inc, which provides sports clothing and accessories, has acquired two mobile apps for about $560 million, moving deeper into the trendy “connected fitness” and wearable devices sphere.

Under armour buys myfitnesspal