Smartwatch lovers and hypebeasts alike just got a new reason to get excited.
Initially announced in August 2017, the Fitbit Ionic Adidas Sport Edition went on pre-sale on Tuesday, and it looks pretty nifty. It’s the company’s latest release in the war of the wearables, which Fitbit so far appears to be losing to Apple.
The Ionic is Fitbit’s $300 smartwatch, which it released in October to disappointing sales numbers. The Adidas edition adds some branded pizzazz to the Ionic, the product on which Fitbit is pinning its financial future.
The Adidas edition of the smartwatch comes with on-screen Adidas workouts, breathable sport band, and an exclusive clock face. It also comes with an extra $30 on its price tag — taking the total price for the Adidas Ionic to $330.
Bringing Adidas into the Fitbit fold makes sense, and could actually help generate some interest in the floundering smart watch. After all, Adidas is the company that reinvented itself through high-fashion “collabs” with brands like Céline, Jeremy Scott, and eventually Kanye West. Now the brand is beloved by Jenners, Kardashians, and their admirers the world over. With its caché and experience in collaborations, Adidas could lend Fitbit an edge it sorely needs to compete with Apple in the fitness wearables arena.
But alas, The Adidas edition is in even more direct competition with one of Apple’s products: the Apple Watch NikeLab Edition. In April 2017, Nike partnered with Apple to release their version of the fitness brand-affiliated watch. That collab also featured a special Nike-designed look, but it didn’t have the additional “perks” of the ionic. What it really lent to Apple was a cool, fashion-forward factor that the watch was seriously lacking.
Whether a little help from Adidas is enough to stimulate Fitbit Ionic sales and the company’s profitability over all. At this point, it kind of comes down to which team you’re on: Apple or Fitbit, Nike or Adidas. May the brand loyalty wars rage on.
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