Under Armour

Founded in 1996, Under Armour specializes in the development, marketing, and distribution of performance apparel, footwear, and accessories. Its products cater to professional and amateur athletes, sponsored teams, and individuals with active lifestyles. The company operates through direct-to-consumer channels, including e-commerce and retail stores, as well as wholesale channels.

James Dausch

EVP, Chief Consumer Officer

Kara Trent

President of Americas

4 past transactions

Gritness

Acquisition in 2015
Gritness is a social fitness application that simplifies the process of planning and organizing fitness activities for both individuals and groups. The platform allows users to create, find, and share fitness-related activities in their vicinity, minimizing the need for cumbersome communication methods like email or text messaging. For fitness businesses, Gritness serves as a centralized hub, facilitating activity hosting, customer discovery, and payment processing. By streamlining the connection between users and fitness opportunities, Gritness positions itself as an essential resource for those looking to enhance their exercise routines, much like Google or Yelp for fitness-related services. Additionally, users can enrich their experience by uploading photos and geographical information related to their activities, further fostering community engagement within the fitness sector.

MyFitnessPal

Acquisition in 2015
Founded in 2005, MyFitnessPal is a leading health and fitness platform that empowers users to live healthier lives. It offers a comprehensive suite of tools including a calorie counter app with a vast nutrition database, barcode scanning for food tracking, exercise logging, and community support. With over 80 million users worldwide, MyFitnessPal is committed to making good health attainable and sustainable for everyone.

Endomondo

Acquisition in 2015
Endomondo is an online service focused on tracking and monitoring physical activities, catering to a wide range of distance-based sports, including running, biking, hiking, and kayaking. The platform allows users to log their workouts either manually or through GPS-enabled mobile devices and Garmin devices. In addition to tracking, Endomondo fosters an online community where users can share their results and challenge friends, enhancing motivation and engagement. The mobile application provides features such as coaching based on lap times and integrates music to enrich the user's experience during workouts.

MapMyFitness

Acquisition in 2013
MapMyFitness is a fitness tracking and social platform that enables users to monitor activities via built-in GPS on mobile devices. The service combines activity tracking with a fitness social network, offering an open tracking platform that lets users map, record, and share exercise routes and workouts. It provides interactive tools to connect with others, log performances, and stay motivated through community engagement. The platform supports simple, accessible tracking across various activities and aims to make fitness tracking straightforward and rewarding for a broad range of enthusiasts.
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