Fitbit's Latest Global Campaign Is All About 'Sweat and Swagger'

New Work by Argonaut Promotes Its Latest Wearables

By George Slefo. Published on Jan 07, 2016

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Nearly a year after debuting its first global campaign, fitness tracker kingpin Fitbit is making a new push in 2016 that will focus on accessories and its latest wearable device, Blaze.

The $200 fitness tracker and its new spot -- produced by Argonaut -- positions Fitbit to generate more revenue for its accessory division by selling different wristbands for the device, said Tim Rosa, VP-global marketing at Fitbit.

San Francisco-based Argonaut was created by alumni from Goodby, Silverstein & Partners in 2013. The company launched Fitbit's first global campaign nearly a year later in November 2014.

"The latest campaign is going to play off the duality of sweat and swagger," Mr. Rosa said. "Blaze is fitness first, but it's also very much about style. So when you are working out at the gym, we have an accessory for you. When you are at work, we have an accessory for you. And when you are out with the buddies or girlfriend, we have an accessory for you."

Fitbit's latest spot puts Mr. Rosa's comments in perspective by showing four people working out and going about with their everyday lives while wearing different bands. "Accessories are a big business," Mr. Rosa said. "We've built products in the past that weren't interchangeable and through consumer research, we learned that consumers want personalization to make their own experiences."

For more on the campaign, head over to

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Jan 07, 2016

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