Under Armour turns ambitions to electronic apparel, monitoring apps
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Under Armour Inc. has some out-there ideas for your clothes. The athletic gear company has been spending big to buy developers of apps to monitor personal fitness, aiming in the short term to sell more shirts and shoes.
Questions & Answers
Q.What is Under Armour's short-term goal with its investments in fitness monitoring apps?
What is Under Armour's short-term goal with its investments in fitness monitoring apps?
Under Armour's short-term aim for buying app developers is to sell more of its existing products, specifically shirts and shoes. They see this as a way to boost sales of their traditional athletic gear.
Q.What kind of companies has Under Armour been acquiring recently?
What kind of companies has Under Armour been acquiring recently?
Under Armour has been spending heavily to acquire developers of applications designed to monitor personal fitness. These acquisitions support their ambition to move into electronic apparel and monitoring technologies.
Q.What is Under Armour's general ambition for its products?
What is Under Armour's general ambition for its products?
Under Armour's general ambition is to integrate electronic apparel and monitoring applications into their offerings. This indicates a strategic shift towards more technologically advanced clothing and fitness solutions.
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