Under Armour’s investment in connected devices is part of a community building strategy that it believes will be its most impactful engagement tool, more so than its above-the-line elements, but those are still part of the game plan according to Jim Mollica, vice president of digital for the clothing and accessories company.
Speaking on The Drum’s Found Remote social television panel during Advertising Week, Mollica was asked about the connected device strategy that the company had undertaken having invested in performance monitoring apps such as MapMyFitness, Ndomondo, MyFitnessPal and UA Record, reportedly investing $700m in the process.
Source: The Drum
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