UA Does Not "Fast Fashion" Buy Big Data Company Or Counter Attack.

In the past two years, UA has been innumerable in the domestic market. Even various kinds of copycat versions are everywhere, showing the popularity of the US brand in China from one aspect.

For most fans, "professional" is used to describe a higher frequency of the brand. Those who come to UA stores to buy sporting goods also focus on fitness or semi professional sports.

UA founder Kevin Plank once told the media that his efforts were to make UA's brand tone different from the increasingly popular Adidas and Nike.

Whether it involves hardware retailing or "Internet + sports" health big data, it provides enough imagination, but it is still an unknown road.

Obviously, Adidas and Nike are more convenient to cater for local audiences.

Adidas and Nike have long extended the product line to the leisure and fashion field.

For example, Adidas, its subsidiary brand Adidas NEO, Adidas clover is already a pure leisure brand, and then launched Stan Smith, NMD, Yeezy 750 Boost, in China, all become explosive funds.

However, these two sports giants are moving away from the basic attributes of the sports brand itself.

Under the background of "sports fast fashion", the value of UA's existence is to make up for the gap of professional sporting goods.

In the category of tights only, UA launches HeatGear, ColdGeary and AllSeasonGear, which correspond to the needs of summer, winter and daily sports. Similar to this, the technology and properties of precision farming and products in the field of subdivision make consumers quickly establish pairs.

Brand recognition.

What impressed the titanium media is UA's input in the field of sports fitness and big data.

In fact, in the famous sports brand, Nike is the first user data and mobile internet tool, and is very popular in the running circle. Nike+Running relies on its simple and easy to use interface.

A lot of people like it, and Nike+iPod, Nike+Move, Nike+Training, Nike+Basketball constitute the matrix of Nike+. Nike has invested a lot of resources in a series of health tracking applications and wearable devices.

Under Armour chose to expand its layout in the data field through cooperation and acquisition.

In January of this year, UA and HTC launched a smart fitness kit including an intelligent bracelet, a heart monitoring bracelet and a smart weight Health Box. Its founder, Kevin Plank, continued to battle with Nike, the pioneer in the field of intelligent fitness.

"When my competitors say innovation is to put a little thing on their shoes (Nike+), I have to turn my eyes.

We are the ones who subvert this field.

This is said at the South West South Science and technology Music Festival held in March this year.

In fact, UA began to sell clothes as a single business not long ago.

In February 2015, UA announced the acquisition of Endomondo and MyFitnessPal.

Among them, Endomondo is an open fitness tracking platform, which can use GPS to provide users with route tracking, recording and sharing functions. MyFitnessPal is a pioneering project developed by a group of former Google engineers, and sold to a well-known sports brand two years later.

People close to the start-up company told Ti media that MyFitnessPal was still operating independently after being acquired by UA.

This "quantified self" tool can help users establish and complete fitness goals, and provide nutrition information for over five million kinds of food and hundreds of sports calorie data.

After completing the two acquisitions, UA is closer to its goal of building the Connected Fitness platform, plus the number of users already owned by its own MapMyFitness and UA RECORD accelerator. At present, the platform has registered users up to 120 million, of which 20 million of overseas users in the US area are outside.

The combination of sports and technology is not new. Despite the heavy bets of UA, many pioneers have collapsed.

Including Nike, Jawbone, Misfit and Apple Watch, all have tried to break through in a variety of directions. But now, Nike has disbanded Fuelband hardware team, Jawbone halt, production of Mifit and Apple Watch sales.