Under Armour expects Apple to come calling as sports apparel and tech worlds collide
By Thomas Hobbs
Under Armour now has a fitness community of 165 million users, following high-profile acquisitions of sports-focused tech brands such as MapMyFitness and MyFitnessPal, with 1 in 4 Americans using one of its fitness apps.
And last year Under Armour announced a partnership with HTC resulting in a family of devices created under the new fitness wearables sub-brand Healthbox (pictured).
Sid Jatia, Under Armour’s VP of direct-to-consumer and omnichannel digital, says hardware will be crucial to the sport brand’s future and that Under Armour is not just turning the heads of rival sports brands but tech giants such as Apple as well.
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Source: Marketing Week
