Ahead of the Apple Watch and other wrist-hugging contenders, Fitbit is shoring up its dominant position in the wearable fitness device space.
The brand has launched its first global advertising campaign, titled "Find Your Fit." Fitbit VP of Global Marketing Tim Rosa told Campaign the new branding push focuses on how its range of offerings match the eclectic needs of different athletes.
"We control 70 percent of the market share, so there is already a lot of awareness," Rosa said. "Our campaign is meant to communicate that fitness means different things to different people." Fitbit is active in 48 countries.