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Out To Woo Women, Under Armour Becomes Largest Digital Health Community

Under Armour might still be essentially a sports attire company, though with a merger of MyFitnessPal, it’s also turn digital health’s Bigfoot, with an online aptness and
nutrition village of 120 million people. 

In a pierce expected to boost a rendezvous with active women, a association is profitable $475 million for a San Francisco-based
MyFitnessPal, a giveaway nourishment app with 80 million users. Last month, it spent $85 million to dip adult Endomondo, a Danish-based app renouned in Europe, with 20 million users. It has owned
MapMyFitness, with 31 million users, given 2013. And during final month’s Consumer Electronics Show, it took a wraps off UA Record, a apartment of apps that are designed to mix information from different
devices and platforms.

Clearly, it’s all partial of Under Armour’s devise to browbeat a connected aptness market. “We continue to redefine and rouse a Connected
Fitness knowledge for millions of people around a world,” says CEO Kevin Plank, in a company’s announcement, describing a new acquisitions as “ideal partners to capacitate Under Armour
to yield data-driven, active solutions to assistance athletes of all levels lead healthier and some-more active lifestyles.”

It also fuels another plan: The company’s vital play for
women. Last year, it launched a complete “I Will What we Want” campaign, a pierce a association says “underscored a long-term joining to both womanlike athletes and athletic
females.” And digital channels might good be a approach to her (very healthy) heart. “The acquisitions of new digital platforms and ongoing creation will continue to raise a Under Armour
brand’s attribute with athletes and shortly to be athletes,” writes Sam Poser, an researcher who follows a association for Sterne Agee. “The investments in a digital platforms will
particularly assistance expostulate expansion in a women’s businesses, that now paint only underneath 30% of sum sales.”

Poser says that a 3 apps’ user bottom is growing
between 30% and 50% per year, and now has 72 million women registered. 

“UA expects these platforms to assistance to build code faithfulness and concede them to anticipate
consumers’ needs,” he adds. He also predicts a association will shortly enter a wearables market, “not indispensably with a renouned trackers on a marketplace today, though rather via
technology embedded in shoes and attire products.”

Under Armour initial tested a digital waters with Armour39, a biometric dimensions record used during a NFL Combine
back in 2011. “We fast accepted that a energy was in a village and an open height and that these were distant some-more profitable than a hardware tracking device,” Plank says in the
announcement, that led to a MapMyFitness deal. “By mixing a village of 120 million singular purebred users, we are building a digital ecosystem that provides us with forlorn data
and discernment into creation each contestant better. Understanding a elaborating needs of a athletes – how they interact, how they consume, and eventually how they essay to live healthier lifestyles – will
be pivotal inputs to forging deeper relations and apropos some-more applicable to how a consumer shops.”

Under Armour also announced clever fourth entertain results, with net
revenues climbing 31% to $895 million; net income rose 37% to $88 million, compared with $64 million in a year-ago period. Apparel sales climbed 30%, while shoes revenues jumped 55%.

Article source: http://www.mediapost.com/publications/article/243206/out-to-woo-women-under-armour-becomes-largest-dig.html

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