Under Armour

Under Armour, Inc. is an American company that develops, markets, and distributes performance apparel, footwear, and accessories for athletes and active individuals. Founded in 1996 by Kevin Plank, the company is headquartered in Baltimore, Maryland, and offers a wide range of products designed to enhance athletic performance, including specialized apparel for varying weather conditions such as HeatGear, ColdGear, and AllSeasonGear. Under Armour's footwear line encompasses options for running, basketball, and training, while its accessories include bags, gloves, and headwear. The company also engages in digital fitness through platforms like MapMyFitness and MyFitnessPal. Under Armour sells its products through direct-to-consumer channels, including over 400 retail stores and e-commerce websites, as well as through wholesale partnerships with sporting goods retailers and institutional athletic departments. With a focus on innovation, Under Armour aims to improve athletic performance and cater to both professional and amateur athletes.

James Dausch

EVP, Chief Consumer Officer

Kara Trent

President of Americas

4 past transactions

Gritness

Acquisition in 2015
Gritness aims to ease the activity planning process for both individuals and groups. Instead of trying to organize a group activity over email, text messaging, Facebook messenger, phone calls, etc.- Gritness simplifies this process with its activity creation and sharing tool. For businesses, they can host all your activities in one place, help customers find you, and even handle payments if your activity requires it. Additionally, they're making it easier for fitness-related businesses to be found. Instead of having to work through SEO, advertising, and useless content on social networks, Gritness becomes the central location for anything having to do with a workout. In laymen's terms, they position themselves as the Google/Yelp/FourSquare for people looking to stay fit.

MyFitnessPal

Acquisition in 2015
MyFitnessPal is a health smartphone app that tracks nutrition, exercise, and diet. The smartphone app provides powerful tools that make it easier for everyone to live a healthier life by tracking meals and physical activity. It uses gamification elements to motivate users. To track nutrients, users can either scan the barcodes of various food items or manually find them in the app's large pre-existing database MyFitnessPal’s vision is to make good health attainable and sustainable for everyone. Powered by a community of more than 80 million, MyFitnessPal is the leading resource for taking charge of daily health and provides users with a one-stop-shop to eat better and get fit. MyFitnessPal was established in 2005 and is based in San Francisco, CA, United State.

Endomondo

Acquisition in 2015
Endomondo is where you keep track of your sports activities, challenge your friends, and follow them live while they are working out. You can track your activities with most GPS mobile phones or a Garmin device, or you can choose to enter your workouts manually. Endomondo can be used for all distance based sports - running, biking, hiking and kayaking are just a few examples.

MapMyFitness

Acquisition in 2013
MapMyFitness is a fitness monitoring program that lets users track their activities using the built-in GPS on their mobile devices.
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