As part of a new partnership with the National Basketball Association, Under Armour will help the sporting organization develop a new consumer app, called NBA Fit.
The deal is mostly an expanded sponsorship for Under Armour, which has worked with the NBA as a league partner since 2011. Under Armour will be the title partner of the NBA Draft Combine, an invite-only showcase game series for leading NBA draft prospects, and presenting partner of the Jr. NBA, the league's youth basketball program. But in the same announcement, the two companies also announced the NBA FIT app, which will integrate with UA Record, the app Under Armour has developed to serve as a hub for its various fitness app offerings.
"Under Armour and the NBA share a commitment to basketball, fitness, and healthy living," Emilio Collins, NBA executive vice president for global marketing partnerships said in a statement. "Together we have a unique opportunity to teach the values of the game to millions of kids through the Jr. NBA program, and to give our fans the latest information on exercise and wellness through the NBA FIT app."
Details are still scarce on the app itself, but Under Armour said in a statement that it would include "training tips, fitness-related content, and access to Under Armour's definitive health and fitness platform, UA Record." Also, Under Armour will hold the licensing rights to the apps and any other NBA connected fitness products.
More than anything, the deal is an indication of how much of a priority Under Armour is making its Connected Fitness platform, as the company seems eager to include an app in an otherwise unrelated business deal.
In the company's recent second-quarter earnings call, Under Armour CEO Kevin Plank shared several stats about the fitness community Under Armour has built through the development of its app, UA Record, and the acquisition of Endomondo, MapMyFitness, MyFitnessPal, and Gritness.
“We remain in the early stages of uncovering the potential of what the world’s largest digital health and fitness community — with now over 140 million athletes — can do to help us build consumer engagement and drive healthier lifestyles,” Plank said. “We are growing our community at more than 30 percent year over year and so far in 2015 these users have voluntarily logged over 1 billion workouts and more than 5 billion foods.”
Since the beginning of the year, Plank added that more than 1 billion workouts were logged into one of Under Armour’s four apps. He also said that the company continues to add more than 100,000 unique registered users to the platform every day. Plank explained that the expansion of the connected fitness platform is critical to the company’s continued growth.
“We believe the brand equity that can provide us in immeasurable,” he said. “Ultimately, the more people exercise, the more athletic footwear and apparel they will buy.”