Nike And Andrew Are Dedicated To Fitness Tracking Applications.

If we can win the arms race in the field of fitness tracking, it is possible to tap the huge gold mine of fitness enthusiasts. Just a few days after Andemar's (Under Armour) sponsored golf star Jordan Spieth (Jordan Spieth) won the masters competition, the sporting goods giant appeared in another completely different arena: the Boston marathon.

Nicola Achnya, a star sponsor of the company, and all of the marathon races on Monday, all of his steps were directly updated to Twitter and Andrew's latest fitness tracking application Under Armour Record.

During the televised broadcast of the Masters Games, Spieth, who won the final title, was stamped with Andemar's logo. By contrast, this cooperation with azivania can only be regarded as a shaman. But this is enough to show the long-term strategy of this sporting giant: tracking every step of American leisure athletes and amateur track and field athletes, persuading them to believe that Andemar's new clothes helped him.

Andemar executives said last Tuesday that the company has built the largest digital health and fitness community in the world, and its Connected Fitness platform now has more than 130 million independent users. The reason for this achievement is mainly because Andrew has invested $700 million in the acquisition of several fitness App Co, which acquired MapMyFitness in 2013 and acquired MyFitnessPal and Endomondo in February this year.

As the second largest sporting goods company in the United States, this is Andemar and Nike Between the latest battlefields, but the company is in a backward position. Nike's mobile fitness application NikeFuel claims to have huge users, and stores more data. In addition, because Nike's clothing sales and brand recognition are far higher than Andrew, it also gives it a greater advantage.

Because Andrea The market capitalization is only $19 billion, far less than Nike's $86 billion, which is not only costly but also risky for Andemar. The Baltimore based company has spent a lot of money to acquire a number of application developers, which has had an impact on revenues and profits and led to a setback in share prices.

But behind this strategy, there is a great deal of interest: whether Nike or Andemar can enhance the attractiveness of their products in the next purchase of new equipment, as long as it simplifies the process of tracking sports. Andemar's online fitness community has stored more than 100 million sports records in January this year, which the company believes can help them develop more comfortable running shoes and T-shirts.

But sportswear manufacturers can not only provide advice to users, but through an agreement with Zappos, an e-commerce company, the MapMyFitness application of Andrea can send a reminder to users according to their training history, telling them that they should change their sneakers as soon as possible, and at the same time purchase links with Zappos. Kevin Plank, CEO Kevin, said on Tuesday that the fitness tracker helped the company establish an unprecedented connection with users.

Similar to the "Nike Jordan" model, Andrea also signed a endorsement agreement with many sports stars, which also helped the company achieve good results: as its biggest core business, the company's clothing business has increased by more than 20% in 22 consecutive quarters, and set a record of sales of $555 million at the beginning of this year.

But some executives of the company still believe that Fitness tracking application Sales promotion may be better than celebrity endorsement. These applications can provide personalized movement details and be able to get involved in more niche sports. Not only that, celebrity endorsements may also cause losses to the company due to poor performance or injuries.

Fitness trackers can help the company attract fast-growing female sports enthusiasts. More than 60% of the 13 thousand users of Andemar's online sports community are women. The company's female sporting goods business is "at least comparable to that of men," Planck said.

Although Andrea has stepped up its marketing strategy for women, and has hired Ballet Star Misty Koa Misty and Gisele Bundchen as spokesperson, Gisele Bundchen acknowledged that the company exhibited less female products in the physical store, and did not make full use of the publicity campaign they created. Copeland

Health and fitness are the fastest growing applications on the iPhone and Android platforms. The total number of applications to calculate calories, track meals or record exercise amounts to more than 100 thousand.

If you can make everyone exercise more than a day a week, business will be greatly improved. Andemar has attached great importance to digital health. However, the biggest question now is whether Americans will really buy an endless stream of fitness tracking applications, which is beyond the control of the company.