According to The Motley Fool, such a move was heading towards a correct direction, despite the apps' hefty price tag. Read also: Game-Based Halloween Costumes are Becoming a Trend: Here's How to Make Your Own 'Animal Crossing' Get Up Digital Under Armourīetween 20, Under Armour went ahead on digitalizing its business, spending $710 million in buying three apps: Endomondo, MyFitnessPal, and MapMyFitness. These features remain crucial for Under Armour's digital strategy. Meanwhile, Under Armour will be keeping its fitness platform MapMyFitness, which is a connected fitness segment involving the MapMyRun and MapMyRide, according to Engadget. Under Armour Sells MyFitnessPal app for $345 million
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