Why Under Armour Bought Its Way Into Fitness Apps

Runners queue after crossing the finish line in Central Park during the 2013 ING New York City Marathon on Nov. 3 Photograph by Neilson Barnard/Getty Images

When a clothing company talks about technology, it usually focuses on the weave of its capri pants or something like Under Armour’s ColdGear Infrared, which is, according to its website, a “soft, thermo-conductive coating inside your gear” designed to retain body heat. But sports-apparel brands want to be social networks nowadays, hence Under Armour’s announcement on Thursday that it will pay $150 million to acquire MapMyFitness, which makes popular apps for runners and cyclists.

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