Under Armour made headlines this week as it acquired two fitness communities MyFitnessPal and Endomondo for a combined $560 million. The acquisitions – which cost Under Armour 18% of its 2014 revenue – signal a shift in activewear strategies. Brands are abandoning fitness bands such as Nike Fuel and embracing digital communities. Under Armour’s app goes beyond fitness tracking to social app with an Instagram-like feed that enables photosharing, reposting, and commenting on other member photos. Under Armour’s platform works with all devices (as opposed to Nike’s closed ecosystem), meaning it has the potential to achieve higher scale. For more how 59 Sportswear brands are leveraging digital, see L2’s Digital IQ Index: Sportswear.