Under Armour continues its not so quiet expansion across the Athletic and Sports Apparel Brands category with the acquisition of the popular fitness app, MapMyFitness, one of the largest open fitness tracking platforms.  The brand is enjoying a strong TrendSignal at 69 points, up +1 over the prior month and +8 over the prior  year.

The $150 million acquisition of MapMyFitness, with its expansive mobile fitness community and support for more than 400 devices, sends a definite message to competing brands Nike and Adidas which have developed their own fitness tracking devices (Nike’s Fuel Band and Adidas’ Smartwatch), With 20 million registered users, Under Armour has tapped into a massive cross-marketing opportunity with its other product offerings.

Interestingly, the CEO of Under Armour took a tactical swipe at rival Lululemon (+2 @ 63 points) in an effort to position the company’s competing yoga apparel line.  Using Lululemon co-founder Chip Wilson’s controversial comments in the media implying that the brand may not be well suited for “larger” women (Mr. Wilson stepped down as CEO as a result), Under Armour’s Kevin Plank along with spokesperson Lindsey Vonn (-3 points @ 49) positioned the company’s new yoga brand as a brand for all women.