Under Armour is upping its fitness level.
The Baltimore-based company acquired MapMyFitness for $150 million in a deal expected to close by the end of the year. The digital fitness platform allows users to track and share fitness progress through social tools and owns additional brands such as MapMyRun and MapMyRide. The company has more than 20 million registered users.
“The partnership is about Under Armour enhancing our digital expertise to drive the future of performance innovation for the global athlete community,” Under Armour founder and CEO Kevin Plank said in a statement. “We will build on the community MapMyFitness has cultivated in the connected fitness space and together we will serve as a destination for the measurement and analytics needs of all athletes.”
As part of the deal, Under Armour plans to add an elevated training experience with the release of updated digital products and platforms.
“The combination of Under Armour’s powerful commitment to athletes and innovation and our connected fitness technology allows us to better serve the needs of athletes around the world,” said Robin Thurston, co-founder and CEO of MapMyFitness.