FitBit Starts First Global Campaign
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Fitness-wearables company FitBit is launching its first campaign as the fitness-wearables category gets more crowded.
Up until now the brand hadn’t advertised much, and it didn’t need to. It has an overwhelmingly large market share in the activity-trackers category, and it’s available in 40,000 locations in 40 different countries. Fitbit’s unit share of the Full Body Activity Trackers at the end of third quarter 2014 was 69%, according to NPD Group’s Retail Tracking Service. The No. 2 brand, Jawbone, had 14%.
And while FitBit maintains a stronghold on the category, and despite the fact that brands no less than Nike have found the space a challenge to say the least, the San Francisco-based company knows that new brands like Apple Watch are popping up constantly. “We feel like the category is maturing, so the time felt right to launch a brand and product campaign,” said Tim Rosa, VP-global marketing at FitBit. “It’s getting more competitive so we felt like it was a good time to step up our game.”
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