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Are digital fitness apps the biggest opportunity in activewear?

A little over a week ago, US activewear brand Under Armour announced it was selling MyFitnessPal, a diet and exercise tracking app with over 200 million users.  Global investment firm Francisco Partners is paying US$345 million for the app, which is US$130 million less than Under Armour paid to acquire it in 2015. But the financial hit the activewear brand is prepared to take on the deal isn’t the only reason it’s noteworthy.  For years, retailers have heard digital evangelists arg