By Seb Joseph

Under Armour is putting connected fitness at the heart of its brand having acquired two apps it claims form the “world’s largest health and fitness community’, as it looks to rival Nike’s dominance of the digital arena.

The move marks the sports maker’s response to what it views as a paradigm shift in how people are interacting with brands. Creating services rather than traditional advertising is what it plans to appeal to shoppers, channeling much of its marketing outlay online.

Under Armour has shelled out $560m for two apps; MyFitnessPal, a free app for tracking food habits and calorie intake and Endomondo, Read full story ›

Source: The Drum