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Under Armour Expands Its Digital Fitness Community

Under Armour is delving deeper into the digital heath and fitness community. The company is set to acquire of Endomondo and MyFitnessPal, tapping into the apps’ over 120 million global users. The new acquisitions will supplement Under Armour’s existing fitness resources UA Record and MapMyFitness.

Under Armour chairman and CEO Kevin Plank said, “Similar to MapMyFitness, Endomondo and MyFitnessPal have established track records of unmatched equity, expertise and passion in the fitness and nutrition space, and 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.”

MyFitnessPal has more than 80 million users, making it the leading free health and fitness app. It provides nutritional information for over five million foods and caloric data for hundreds of exercises.

Endomondo is a social fitness network connecting athletes around the world. It uses GPS to provide users with the ability to map, record and share their workouts. It currently possesses 20 million users, 80 percent of whom are outside of the U.S., increasing the international presence for the Under Armour fitness community.

Under Armour was advised by Goldman, Sachs & Co. and the law firm King & Spalding LLP in connection with both acquisitions, as well as the law firm Kromann Reumert in connection with the acquisition of Endomondo.