As part of a new global marketing partnership announced by the two companies this week, a new NBA Fit application will be made available that leverages Under Armour?s Connected Fitness platform. The news comes as Under Armour looks to leverage its connected fitness strategy to compete with Nike and other brands in this space. 

?NBA Fit has been around for some time, as a web-based portal to help activate and connect NBA fans in living healthy,? said Chris Glode, vice president of digital at Under Armour Connected Fitness.  

 

?With the capabilities of Under Armour Connected Fitness, it only makes sense to re-imagine how this experience can inspire the fan/athlete via mobile,? hhe said. 

?We believe we can make NBA Fit an incredibly immersive fitness and health experience, combining the best of Under Armour Connected Fitness and NBA resources into one platform.?

The NBA Fit platform encompasses video, interactive content featuring professional basketball players and social media to inspire youth to be more active and eat healthy. 

The NBA and Under Armour will introduce the NBA Fit mobile application, which will include training tips and fitness-related content. The app will also provide access to Under Armour's health and fitness platform, UA Record, a Web site and app where users can track, analyze and share their fitness activity with a social network for athletes and fitness enthusiasts. The Record iPhone app integrates with the Apple Watch for fitness tracking. 

Under Armour will also have global licensing rights around the brand's Connected Fitness devices and products.

While an NBA-licensed fitness tracker from Under Armour has not been announced, the agreement points to this as a possibility. 

Under Armour has been building its prowess in the wearables space. Earlier this year, it teamed up with HTC to produce a fitness tracker for the wrist that integrates with Under Armour Record. 

The company also acquired the MyFitnessPal and Endomondo applications for approximately $560 million, making one of the bigger trackers of fitness information. 

The deal with the NBA will see the brand become a sponsor of the NBA Draft Combine and the Jr. NBA Program, significantly expanding a partnership that began in 2011. 

While Under Armour embraces mobile fitness and wearables, Nike has been stepping back from the space and has ceased manufacturing the FuelBand fitness tracker. 

?With over 145 million members of our Connected Fitness community, and the vast majority discovering and engaging with our products on mobile, our mobile focus is at the heart of our digital plans with the NBA,? Mr. Glode said. 

?Together with the NBA we will build a mobile-first experience that connects fans and athletes around the world, and inspires them to engage in a more healthy and active lifestyle,? she said.