Under Armour Streamlines Global Performance Monitoring and Mobile Advertising Using Twitter Tools

Baltimore, MD
Health and Fitness
Crashlytics, Beta, Answers, MoPub

Quick Facts:
  • Under Armour is an American sports clothing company founded in 1996.
  • Under Armour is the originator of performance apparel - gear engineered to keep athletes cool, dry and light throughout the course of a game, practice or workout.
  • Founder, Kevin Plank, started the company selling apparel out of the trunk of his car. In 2014, the company’s revenue totaled over $3 billion per year.

Fabric gives us everything we need in one nice, small package that makes it very easy to manage and gives us a high degree of trust that it’s not going to cause problems in our app.

Jesse Demmel, VP of Engineering Infrastructure, Connected Fitness


Under Armour (UA) has become a leading supplier of sportswear and casual apparel since it’s founding in 1996. While focused on sports apparel that improves athlete’s performance, Under Armour was keenly interested in branching into the rapidly growing connected devices space. With over 50 billion connected devices predicted by 2020, UA knew that providing athletes with ways to integrate their fitness goals through connected devices would help the company fulfill its mission to make all athletes better.

The company built its own app, Record by Under Armour, and recently acquired three fitness centric apps (Map My Fitness, My Fitness Pal and Endomondo) to help fulfill its mission of helping athletes perform better. Together, these apps have over 150 million users, with 100,000 new users signing up each day. UA needed to streamline engineering and advertising efforts to make the most of their resources and capitalize on the adoption across their apps. With teams distributed across the globe, UA was looking for a solution that could be easily implemented, while being enterprise ready and scaling globally.


It was critical that UA use performance monitoring to make sure they continued to provide high quality apps and deliver a high value digital experience. For athletes that go through the effort to record their foods or workout, it’s imperative that everything works flawlessly.

When UA acquired Map My Fitness, My Fitness Pal and Endomondo, each was already using Crashlytics independently, as the accounts were all separate. Twitter made it easy to bring the apps together under one account and provide a view into how each of the different apps was doing. This was extremely useful to the distributed development teams, since learnings could be shared across apps.

“Bringing our Crashlytics under one account started a dialogue among our developers, who became keen to learn how other teams were achieving success in certain areas and overcoming problems they may have encountered,” Jesse Demmel, VP of Engineering Infrastructure at Connected Fitness, explains.

With the rapid increase in data available to UA through its apps, they were keen to use insights to drive data science and create better products that they could bring back to their users. But aggregating all that data was a huge challenge.

“Crashlytics is the best tool out there for the job,” Demmel remarks.

UA was also committed to helping brand partners deliver the right message to the right user at the right moment, while continuing to provide an excellent user experience. In order to do so, UA chose to use MoPub, Twitter’s hosted ad serving solution built specifically for mobile publishers. MoPub has the world’s largest mobile exchange, connecting app creators with thousands of advertisers through the MoPub marketplace. This enables advertisers to compete for the best inventory and can drive eCPMs higher.

My Fitness Pal had been working with MoPub, prior to being acquired. Based on the success it had with MoPub, the UA team decided to roll it out across all its connected device apps.

“MoPub was the best solution to implement across the ecosystem. We needed an advertising partner that had global scale to reach our audience and MoPub drives global demand. That in turn helps improve the ad quality as well as revenue. On top of that, MoPub’s customer support has been phenomenal, every step of the way, from documentation to implementation and support.” notes John Loudamy, Director of Media Services for Under Armour Connected Fitness.

By using Crashlytics for performance monitoring, Under Armour has succeeded in integrating its global apps in such a way that greater innovation can occur across development teams, improving the quality of their apps as they scale. MoPub’s mobile advertising solution, helps to ensure that the apps deliver high quality ads to their global audiences, while preserving a great user experience.

“As we continue to innovate in the connected devices space, we continue to rely on great partners, like Twitter, to help us achieve our goals,” Loudamy notes.