If you think of Under Armour as just a sports apparel company, think again. Starting in 2013, Under Armour acquired MapMyFitness, followed by the addition of EndoMondo and MyFitnessPal and the launch of UA Record, making Under Armour Connected Fitness the largest digital fitness community in the world.
“When we started it was very much about the product. It was about the shirts and shoes. Now it’s much more about the digital product,” said Kurt Kendall, VP analytics and data solutions at Under Armour, during his presentation at Retail’s BIG Show, NRF’s annual convention and expo.
