And, these apps started to grow more slowly as more companies like Nike and Peloton started to market their own apps. However, this thesis didn’t pan out as each app targeted slightly different sets of users, some of whom weren’t similar enough to the Under Armour core customers. When Under Armour acquired MyFitnessPal, Endomondo and MapMyFitness several years ago, the company hoped that by owning a variety of digital fitness apps, it could get the tens of millions of people who used these apps to subsequently buy their workout gear from Under Armour.
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