UA presented the three apps it acquired as links in a strategy to leverage data, and founder Kevin Plank made a splashy appearance at SXSW in 2016, where he declared that “data is the new oil.”īut there were signs of a shakeup two years later. The buy was part of a splashy entrance for the company into the digital arena. Under Armour acquired MyFitnessPal in 2015 for $475 million, so its selling price is more than $100 million less than the company paid five years ago. MyFitnessPal tracks diet and exercise, and Frisk’s statement implies that it seeks to reach more of a casual user than the performance-minded athletes that UA seeks to reach. “The whole idea is really that as we get more and more focused and we get dialed into the focused performer, it was clear to us that the consumer that was on MyFitnessPal didn’t skew necessarily to the consumer we’re targeting as our other apps did,” he said, clarifying that the other apps in this case are the running and riding trackers on the MapMyFitness platform. Pointing at where the strategy might be headed, Frisk said it reached a milestone of 1 million shoes connecting to the platform. On a conference call to discuss Q3 earnings Friday morning, CEO Patrik Frisk said that MapMyFitness will be key to UA’s strategy of simplifying its connected fitness offerings and creating a “singular, cohesive UA ecosystem.” He added the company has seen growth in MapMyFitness during the pandemic.

Of the three apps it acquired from 2013 to 2015, that leaves MapMyFitness as the remaining app under UA’s purview.

At the end of the year, Under Armour is also planning to discontinue Endomondo, another app in its connected fitness platform. In a deal that could be worth $345 million, the Baltimore-based apparel company is selling MyFitnessPal to private equity firm Francisco Partners. Several months after reports indicated Under Armour was seeking a buyer for the app MyFitnessPal, the company announced a sale on Friday morning.

Under armour food tracker app