In an acquisition that is reported to be worth $150 million, Under Armour is adding MapMyFitness to forcefully inject itself into the quantified self movement. MapMyFitness has over 20 million registered users, 700,000 of which use the service daily. It puts Under Armour squarely in competition with Nike, Jawbone, and FitBit – but whether they take the service to a device-based level to really go toe-to-toe with these services remains to be seen. That traditionally clothing-centric brands continue to invest in quantified self and fitness trackers points to the potency of this trend. Consumers want to track their daily activities, and if clothing companies can expand their business into this area before anyone else they’ll be poised to capitalize.