Under Armor has its own Armour39 tracking service but most users complained it lacked some basic features and wasn't polished enough. It seems Under Armour heard all the complaints and is buying competing fitness app MapMyFitness (for $150M)
MapMyFitness brings 20 millions users and the ability to suck in data from Jawbone UP, Nike Fuelband and of course from its own smartphone apps. UnderArmor will leverage all of this tech and user base to take fitness analytics to the next level.