Press Release: Men’s Health Teams Up with Fitbit on Ambitious Co-Branded Campaign, The Adventurist
NEW YORK (October 10, 2017) — Men’s Health, a Rodale Inc. brand, today unveils the launch of The Adventurist, a daring and multi-faceted editorial integration with Fitbit, the leading global wearables brand. In the three-part print, online, mobile, video, and social media series, Men’s Health challenges writer Clint Carter to successfully master three grueling extreme sports in just five days each, utilizing accelerated learning techniques. While taking on highlining between two cliffs, Olympic-style ski jumping, and BMX racing*, the new Fitbit Ionic smartwatch tracks Clint’s heart rate, steps, and more.
“This is the perfect kind of partnership - the chance to chase an unbelievable story with expanded resources,” says Men’s Health Editor-in-Chief Matt Bean. “We’re placing our readers and viewers on the front lines, helping them get more out of the world and out of themselves, which is in perfect alignment with Fitbit’s mission.”
The endeavors will be chronicled in Men’s Health print feature stories, digital longform articles, and mini-documentary videos integrating the Fitbit Ionic and its features. A print ad for the Fitbit Ionic will be displayed in the November and December issues, while a variety of digital ad units will be created for desktop and mobile. The partnership also includes elements such as: pre-roll and in-article video ads, social video distribution and Facebook amplification of The Adventurist videos, sponsored Instagram and Twitter posts, a Facebook Canvas ad unit, an Instagram Story takeover and sponsored “Gifts for the Adventurist” native content. The online piece and video on highlining launches on MensHealth.com today and in the November 2017 issue, on stands October 17th. The coverage of the second sport, Olympic-style ski jumping, will be published on MensHealth.com on November 1st and within the December issue, and the reporting on BMX racing will be revealed on MensHealth.com December 1st.
In The Adventurist debut, Clint trains with Dakota Collins, owner of Rocky Mountain Slackline to eventually “send” a highline in five days, between two opposing cliffs in Golden, Colorado. A highline is a slackline set high above the ground; a fall could kill someone if a leash clipped to a harness isn’t used. As Clint shares, “Sending is lingo for walking all the way across without falling, and the world record is longer than a mile. I’m aiming for 20 feet...but I’ll be 60 feet in the air and relying on skills that most people take years to master.” From learning the “Chongo” sit-start method to slow, conscious breathing, Clint embarks on an epic journey with some surprising results.
“At Fitbit, we’re all about inspiring people to reach their health and fitness goals – whether that’s improving run time, learning to surf, or reaching a peak heart rate zone while highlining between two cliffs,” said Tim Rosa, Chief Marketing Officer at Fitbit. “By joining forces with Men’s Health on this exciting new series, we’re thrilled to produce content that inspires, motivates and entertains people to try something new while on their personal fitness journey.”
Visit MensHealth.com/Adventurist to read and view the series content.
*Third challenge subject to change.
About Men’s Health
Men’s Health is the go-to source for men seeking the latest and most credible information on health, fitness, style, nutrition, relationships, travel, gear, tech, and finance. Launched in 1988 and published by Rodale Inc., the global voice of health and wellness, Men’s Health is the largest and most trusted multiplatform men’s brand in the world, with a growing monthly audience of 13.8* million, 21.3** million monthly unique visitors to menshealth.com, 15.3*** million social media followers, a stable of best-selling books, plus fitness DVDs, award-winning mobile applications, and sold-out events. The Men’s Health global audience tops 47 million, with 35 editions in 59 countries. Since 2000 Men’s Health has been nominated for 15 National Magazine Awards, and in 2010 it received the coveted General Excellence Award from the American Society of Magazine Editors. In 2010 the Media Industry Newsletter declared Men’s Health to be the #1 Most Notable Magazine Launch of the Last 25 Years, and the title was named to the Adweek Hot List in 2016. For the latest from Men’s Health, visit menshealth.com and get instant updates on Twitter (@MensHealthMag), Facebook (Men’s Health), and Instagram (@MensHealthMag).
Sources: *MRI Spring 2017; **Google Analytics Jan-Aug 2017; ***As of 9/29/2017
About Fitbit, Inc. (NYSE: FIT)
Fitbit helps people lead healthier, more active lives by empowering them with data, inspiration and guidance to reach their goals. As the leading global wearables brand, Fitbit designs products and experiences that track and provide motivation for everyday health and fitness. Fitbit’s diverse line of innovative and popular products includes Fitbit Surge®, Fitbit Blaze®, Fitbit Charge 2®, Alta HR™, Alta®, Fitbit Flex 2®, Fitbit One® and Fitbit Zip® activity trackers, as well as the Fitbit Ionic™ smartwatch, Fitbit Flyer™ wireless headphones and Fitbit Aria® and Fitbit Aria 2™ Wi-Fi Smart Scales. Fitbit products are carried in 55,000 retail stores across 65 countries around the globe. Powered by one of the world’s largest social fitness networks and databases of health and fitness data, the Fitbit platform delivers personalized experiences, insights and guidance through leading software and interactive tools, including the Fitbit and Fitbit Coach apps, Guided Health Programs, and the Fitbit OS for smartwatches. Fitbit Health Solutions develops health and wellness solutions designed to help increase engagement, improve health outcomes, and drive a positive return for employers, health plans and health systems.
Fitbit and the Fitbit logo are trademarks or registered trademarks of Fitbit, Inc. in the U.S. and other countries. Additional Fitbit trademarks can be found atwww.fitbit.com/legal/trademark-list. Third-party trademarks are the property of their respective owners.