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US sports goods manufacturer Under Armor has announced that it will close the sports and health platformEndomondo”, Explaining this decision with the need to simplify and pay more attention to your brand.
Endomondo was acquired for $ 85 million in 2015, when MyFitnessPal was also acquired, which Under Armor is now selling to investment firm Francisco Partners for $ 345 million.
Analysts explain this decision not only by Under Armor’s desire to focus more on its brand, but also by the predictions that the value of the Endomondo and MyFitnessPal market segments could decline. This may be due in part to the fact that technology giant Apple is increasingly turning to novice athletes, expanding both Apple Watch and Apple Health.
At the same time, Under Armor indicates that it will continue to offer the MapMyFitness platform, which includes MapMyRun and MapMyRide. MapMyFitness was acquired by the developer in 2013.
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