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Under Armour Buys Endomondo and MyFitnessPal

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Feb 4, 2015, 4:56 PM   by Eric M. Zeman

Under Armour today announced that it has purchased both Endomondo and MyFitnessPal for $475 million. MyFitnessPal had just finished acquiring Endomondo for $85 million last month. All three companies provide fitness and health tracking tools through smartphone apps, online communities, and wearables. Under Armour said the acquisition increases its footprint to 120 million users around the world and "advances [its] mission to create the ultimate digital fitness community." Last month, Under Armour released an API for hooking its fitness community into wearables and smartphones. HTC said it would bring Under Armour-compatible gear to market later this year. Endomondo will continue to operate out of Copenhagen, Denmark, and MyFitnessPal will continue to operate out of San Francisco. Under Armour, based in Baltimore, expects the deal to close during the first quarter.

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