Under Armour has recently made their first ever acquisition of the digital fitness technology company, MapMyFitness. In order to further expand and grow their company, Under Armour is investing in the future of digital fitness technology. Technology is transforming the world at a rapid pace; it is constantly evolving and improving. So, in order to maintain in one of their top positions in the fitness market, Under Armour needs to be one step ahead of the game. As the world is evolving around us, businesses similar to Under Armour must have the ability to evolve with the world. What they are offering needs to continue to stay relevant. By acquiring MapMyFitness, the already established digital fitness technology company, Under Armour is increasing and building upon their presence in this new emerging aspect of fitness. By establishing a firm position in an up and coming trend, Under Armour has made an incredibly wise decision on what the future holds for their company.

Under Armour commercial on innovative, futuristic tech-enabled clothing:

Article Links:

http://www.forbes.com/sites/monteburke/2013/11/14/under-armour-with-first-ever-acquisition-enters-the-world-of-software/