Baltimore-based Under Armour, the burgeoning maker of athletic wear, has acquired two online-based fitness communities for a total of $560 million. It bought MyFitnessPal for $475 million and Endomondo for $85 million. Both MyFitnessPal and Endomondo provide apps, which track everything from performance to calories, on which they sell advertising. Both tech companies join Under Armour’s first acquisition of MapMyFitness, made over a year ago for $150 million. All three companies combined give Under Armour access to 120 million users globally. Under Armour uses the data collected from these users to improve the shopping experience of its stores and its products.
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