Under Armour make play to add depth its fitness technology capabilities

|About: Under Armour, Inc. (UAA)|By:, SA News Editor

Under Armour (UA +0.4%) announces it purchased fitness technology player MapMyFitness for $150M.

The company says the acquisition will help beef up its ability to offer cutting edge digital fitness products and platforms.

The deal is slated to close by the end of the year and won't impact Under Armour's previous guidance for 2013 or initial outlook on 2014 at this time.

What to watch: Under Armour still has a long way to go to catch up to Nike's (NKE +0.6%) formidable lead in fitness technology, but the MapMyFitness buy indicates it's not giving the swoosh a free ride in the growing category.