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It's late 2014 in Baltimore, Maryland.

Under Armour CEO Kevin Plank

rubs his hands over his face and leans back in his chair.

He's been in his office for hours with two of his top advisors

debating a decision that could redefine the company's future.

And he's exhausted. He stands up and

walks over to a whiteboard covered with notes, then picks up an eraser and wipes it clean.

I just keep coming back to the same question. Does this move serve our core business?

Plank uncaps a marker and draws a line to form two columns on the board.

At the top of one column, he writes, buy.

On the other, don't buy.

Okay, let's go over it all again, starting with the pros.

So why should we buy these apps?

Under Armour is considering acquiring two different fitness tracking apps,

My Fitness Pal, which tracks users' calorie intake and exercise,

and Endomondo, which offers virtual fitness training.

The move would be a continuation of Under Armour's existing push into fitness tracking,

an area where they're already playing catch-up.

Nike launched its own tracking platform Nike Plus in 2006 and already has over 20 million users.

It's also invested heavily in wearable technology like the fuel band, which tracks data and connects users via the Nike Plus ecosystem. A year earlier in 2013, Under Armour bought Map My Fitness for $150

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