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Under Armour launched the brand's first mobile shopping app today, tying UA Shop into the sports apparel maker's digital fitness applications.

The shopping app will integrate data from the Under Armour Connected Fitness platform, a collection of Under Armour-owned apps and websites that track exercise, sleep, diet and other activities.

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The company said the digital fitness data will enable it to offer a personalized shopping experience based on athlete inspiration, workout history and previous purchase history.

"UA Shop is the next step in our connected fitness evolution as Under Armour becomes a true Math House," said Jason LaRose, Under Armour's senior vice president of revenue. "This app was created to maximize our digital platform and complement our existing in-store experiences by bringing consumers a way to find the products they want, when they want it."

The UA Shop app will offer product recommendations based on fitness tracking data. That means  someone in a warm climate who has logged runs through MapMyRun might be shown UA CoolSwitch apparel and running footwear, which uses technology that cools the skin. And a customer in the Northeast who likes to hike might see information on Armour baselayer and outerwear.

Under Armour says the retail app is the only one on the market that's linked to health and fitness information of more than 170 million digital fitness members.

Update: Access to data on 170 million users' workouts could prove a key advantage for Under Armour as it competes with Nike, which is slated to launch its own shopping app sometime this month, Seth McNew wrote in a column Tuesday for The Motley Fool.

Under Armour has spent more than $700 million to acquire fitness apps, and "We are now seeing that this investment has been part of a plan to make data a key component in Under Armour's growth strategy," McNew said. "Under Armour seeks to become a 'math house' in which data is used to drive decision making and create more engaging experiences."

Though connected fitness makes up less than 2 percent of Under Armour's total revenue, "the UA Shop app provides insight into how Under Armour is planning to start making its investment in connected fitness pay off," McNew said in the article. "It also helps Under Armour sell more gear direct to consumers, as opposed to through third party retailers, which should help boost profit margin."

The app can be downloaded from the App Store and will soon be available in the Google Play store.

Along with UA Shop, Under Armour is launching Under Armour Account, designed to be a single profile for all Under Armour apps. Members of UA Record and MapMyFitness can sync their existing account information to UA Shop. The capability will be available soon to members of MyFitnessPal and Endomondo.

Consumers on UA Shop can use Apple Pay and get access to expanded product content and customer reviews.

lorraine.mirabella@baltsun.com

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