“It is therefore both surprising and obvious to read that a clothing company has acquired the fitness data of over 100 million people.  In a press release, Chairman and CEO Kevin Plank has stressed the importance of “understanding the evolving needs of our athletes – how they interact, how they consume, and ultimately how they strive to live healthier lifestyles.”  This move will allow Under Armour an unprecedented picture of their customers’ habits.”

via Under Armour, MyFitnessPal, And Why Brands Want To Know Everything About Your Body | Singularity HUB.