It will also fork over $85 million for Danish firm Endomondo, which describes itself as a personal trainer in your pocket. The company said on Wednesday it will pay $475 million for MyFitnessPal, a free app for tracking food habits and caloric-intake. But paired with other information gathered by a fitness tracker, such as where you worked out or how long you were away from home, those insignificant data points can paint a valuable picture of who you are.SAN FRANCISCO, Feb 4 (Reuters) - Under Armour Inc, which provides sports clothing and accessories, has acquired two mobile apps for about $560 million, moving deeper into the trendy “connected fitness” and wearable devices sphere. Things like your calorie intake and step count may not seem valuable to a hacker. Our smartphones, wearables, and apps are gathering millions of data points about our lives on a daily basis. And it’s an important reminder that all of your most personal data is vulnerable to being hacked, no matter how trivial it seems. Still, it’s an important reminder that being hacked isn’t a matter of if-it’s when. Under Armour also appears to have reacted swiftly once it learned of the breach and notified users and the public a few days later-a stark comparison to other companies, such as Uber, which hid its 2016 data breach by paying off the hackers. Under Armour and MyFitnessPal seem to have some good data practices in place: Payment information was kept separate from general user information, which was stored separately from user-uploaded app data. It’s worth noting that, as an RSA survey pointed out, passwords are one of the pieces of information U.S. With 150 million users affected, it’s one of the largest breaches on record. We don’t yet know how the data was breached.

Under armour nutrition app