In Short

Under Armour is a U.S.-based sportswear, sports equipment and lifestyle clothing brand that has also set its sights on the connected fitness world through partnerships with HTC and JBL. Though it has seem strong growth in the clothing and sports equipment world, the push into connected fitness is a big jump for Under Armour. Its first connected health devices are the UA Band, a fitness tracking wrist wearable, the UA Scale, a Wi-Fi connected home scale, and the UA Heart Rate, a chest-worn heart rate monitor.

Under Armour plans to expand its connected device strategy out to more areas, and has already added connectivity to its popular SpeedForm Gemini 2 running shoes.

In line with its move to connected fitness, Under Armour also purchased MyFitnessPal and Map My Fitness (and its related apps) to serve as the digital and app portion of the push. The expertise of MyFitnessPal has led to the development of the UA Record app, an all-in-one aggregator of information relating to your fitness and health. The app can take manual input, but can also receive data automatically from your connected fitness gear, whether that's Under Armour's own devices or any compatible third-party devices.