under armourWe’re sure that some of you guys have heard of Under Armour, the athletic clothing company, and how they have recently teamed up with HTC for the release of a fitness-related app.  However it seems that Under Armour’s aspirations to enter the tech scene and possibly even the wearable scene is still going strong.

The company has recently announced that they have acquired two new fitness app companies – MyFitnessPal and Endomondo. The former was acquired for a whopping $475 million while the latter, which is based in Denmark, was acquired for $85 million. MyFitnessPal has a user base of around 70 million registered users, while Endomondo is boasting 20 million, effectively bring the total to 90 million registered users who will now be exposed to the Under Armour brand.

However when you combine that 90 million with Under Armour’s own users, it brings it to a total of 120 million users which puts Under Armour in a really good position, at least for a start. According to Under Armour CEO Kevin Plank, “By combining a community of 120 million unique registered users, we are developing a digital ecosystem that provides us with unparalleled data and insight into making every athlete better.”

However there is some disappointing news and that is all these apps will eventually be rolled into a single app – UARecord. We’re not sure what this truly means yet and if some functionality will be lost along the way, but if the rumors are right and that Under Armour could have some hand in HTC’s rumored fitness wearable, this should prove to be rather interesting.

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