By Seb Joseph

Under Armour plans to spend $700m on fitness apps in a bid to offset the relationship its retailers have with shoppers by forging its own direct-to-customer ties.

The fee was reported by the Wall Street Journal and comes as the company’s chief executive Kevin Plank predicts mobile devices will extend to clothing as health and fitness become intrinsic to how people use their smartphones.

Under Armour is growing the concept through a mix of R&D and M&A yet remains coy about what direction its investments will ultimately take. MapMyFitness, Ndomondo and MyFitnessPal were all acquired by Under Armour in the last 12 Read full story ›

Source: The Drum