The American sportswear company Under Armour introduced the concept of “Connected Fitness” by providing a platform to track, analyze, and share personal health data directly on its customers’ phones.
Under Armour acquired several technology-based fitness organizations, such as MapMyFitness, MyFitnessPal, and European fitness app Endomondo, for a combined $715 million to obtain the required technology and extensive customer database to get its fitness app up and running.
Under Armour merged its physical and digital offerings to provide an immersive customer experience via products like Armourbox. The company urged its customers to go online and share their training schedule, favorite shoe style, and fitness goals. It used advanced analytics to send customers new shoes or apparel on a subscription basis, offering customers a greater value over their lifetime.