Is Under Armour Finally Killing its Connected Fitness Unit?

Is Under Armour Finally Killing its Connected Fitness Unit?

Under Armour (NYSE: UA) (NYSE: UAA) is quietly killing off UA HealthBox, its bundle of three wearable devices (a fitness tracker, a chest strap heart rate monitor, and a Wi-Fi scale) less than two years after their initial launch. Under Armour will sell the devices through the end of the year at steep discounts, then stop supporting the products next year.

This marks a disappointing end to the HealthBox, which was once Under Armour's "second best-selling item on e-commerce behind the Curry Two" during the first quarter of 2016. At the time, that bold claim caused some investors to think that UA could challenge Fitbit (NYSE: FIT) in the wearables market.

Image source: Under Armour.

Continue reading

Source: Fool.com