Silicon Valley's Latest Threat: Under Armour

Under Armour, headquartered in Baltimore, is far from the center of the wearable-tech action, but that market is growing faster than sports clothes.  

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Under Armour spent $150 million on exercise app MapMyFitness in November 2013 and then this February paid $475 million for calorie-counting app MyFitnessPal and $85 million for European fitness app Endomondo.
With 62 million people logging on to one of its apps at least once a month, Under Armour now controls the world’s biggest digital health platform. It cost Plank only the equivalent of the last three years of pretax profit.
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“Forty percent of Amazon’s revenue is coming from their recommendation engine,” Plank says. “We can make recommendations, too, but based on behavior. ‘You’re not exercising as much. Do you need a new pair of shoes?’ ”
http://www.forbes.com/sites/parmyolson/2015/09/30/kevin-plank-under-armour-apps-technology/