Under Armour details plan to create world’s ‘largest’ connected fitness hub

February 6th 2015 / Katie Robertson Google+ Katie Robertson

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Clothing giant Under Armour makes moves to usurp Nike and Adidas as the number one provider of online fitness connections

American sports clothing company, Under Armour, has today unveiled their plans to create the ‘world’s largest health and fitness community,’ as they look to rival Nikes dominance for the digital arena.

The move marks the sports maker’s response to what it views as a paradigm shift in how people are interacting with brands. Creating services, rather than traditional advertising is what they plan - with the hope that they can to appeal to shoppers, channeling much of their marketing outlay online.

Under Armour has shelled out a whopping $560m for two apps; MyFitnessPal, a free app tracking calories and food intake and Endomondo, a Danish pocket-sized personal trainer.

Chief Executive Kevin Plank has said, "Owning the world’s largest digital health and fitness platform provides an incredibly unique opportunity for Under Armour to build different type of relationships with our consumers long-term. Health and fitness is a part of your life from childhood onwards. And our goal in aggregating these three platforms is to make you better by making your health and fitness really easy to understand."

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