MapMyFitness + Under Amour: #WeWill

  • November 15, 2013
  • Candice Eng

November 14, 2013 was a big day for INK client MapMyFitness as the Austin-based health and fitness tech company became part of Under Armour. This announcement was exciting from both a client account and media standpoint, as well as for me personally as a consumer.

From the client and media end, the INK, MapMyFitness and Under Armour teams pulled together a plan to announce the news with a short turnaround. Putting this plan into action resulted in overwhelming positive reception from media, industry friends and pundits, and local communities. We secured great coverage from national outlets (CNN Fortune Tech, Fast Company, Wall Street Journal), top-tier tech outlets (Engadget, Mashable, The Verge) and local Austin and Baltimore outlets – just to name a few. Social media also exploded with chatter of the news as media folks, fellow brands, consumers, and sports, business and tech industry experts weighed in with their congratulations.

It was an early and rewarding day for all, including our client team here at INK, who was ready to go first thing in the morning armed with coffee and kolaches. We got down to pitching, facilitating inbound media requests, coordinating with MapMyFitness and Under Armour, and monitoring coverage – all with the help of our fellow INKers who provided moral support and delicious snacks along the way.

#IWill #WeWill #INKWill

Switching gears. I’m also excited by this news as a consumer. While I may not be the most athletic person (let’s be real, I have no hand-eye coordination whatsoever, and when I say I run I mean I jog … slowly), sports and technology have always been a part of my life. Yes, I do wear Under Armour ColdGear shirts (to keep warm at football games), I do use MapMyFitness to track my “jogs,” and I do wear a Fitbit Flex to track my steps and sleep.

What’s fascinating is seeing the evolution of sports and fitness technology. For example, Under Armour and MapMyFitness had separate origins. Under Amour became a household name for putting innovative performance wear in the athletic arena while MapMyFitness was the first with its GPS tracking and mapping abilities.

They were both the first in their industries and introduced transformative innovations to the consumer. Now the two have joined forces, bringing sports performance innovation and connected fitness together.

Over time, we’ve seen the mergence of sports and fitness with technology, with the proliferation of smartphones, apps and now wearable sensors. It’s crazy to think that it’s just the beginning and there will be more to come.

Very excited to see what Under Armour and MapMyFitness teaming up means for the future of the industry – what innovative, life-changing products will emerge and how this will change the consumer’s health and fitness. What do you think?

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