Under Armour Bolsters Fitness Apps With Two Acquisitions

Under Armour, which has been plunging head first into the fitness tracking and app market with the software it acquired from Austin's MapMyFitness, is dramatically expanding its presence in that market by acquiring two other, fitness app developers, Endomondo and b>MyFitnessPal. Under Armour said it will pay $85M for Endomondo, which is based in Demark, and $475M for MyFitnessPal, which is based in San Francisco. In a release, Under Armour said two will supplement UA's existing MapMyFitness and UA RECORD suite of applications. UA just relaunched MapMyFitness under its own brand in January.