Perhaps MyFitnessPal is performing well, benefiting from current consumer trends.

But if true, it's hard to put a positive spin on it. The sale of MyFitnessPal is still an unconfirmed rumor, which doesn't shed light on Under Armour's motivation. And its connected footwear business is benefiting, with year-over-year workouts up over 200% since mid-March. In the Q1 earnings call, management noted a 275% increase in new users just since March. MapMyRun was a rare bright spot in the company's first quarter.

To be clear, Under Armour's digital business is excelling during the COVID-19 pandemic. And it's what Under Armour shareholders expected. It's the kind of synergy Lululemon is hoping to create with Mirror. Digital products promote the use of Under Armour's clothing, and clothing inspires consumers to work out via the apps. This 'walled garden' created a complementary system for Under Armour. At its 2018 investor day, management said: 'Another key channel for us is our connected fitness community, MyFitnessPal, MapMyFitness, gives us access to millions of focused performers daily. Under Armour's digital business also played an important role in its turnaround plans.

Under armour fitness pal