NYSE: FIT $ 4.75 -0.09 -1.86% Volume: 3,513,102 October 19, 2018
07/23/2018

Fitbit Partners With the Council of Fashion Designers of America (CFDA) to Launch Fitbit Versa™ Collection With New York Fashion Label, PH5

New line of Versa accessories designed by ‘label to watch,’ PH5, features an array of high-tech knit bands with a sporty aesthetic that raise the bar for smartwatch style, available exclusively at Target and Fitbit.com

SAN FRANCISCO--(BUSINESS WIRE)-- Fitbit (NYSE:FIT), the leading global wearables brand, today announced availability of the PH5 for Fitbit Versa™ Collection, which was developed as part of Fitbit’s collaboration with the Council of Fashion Designers of America (CFDA) previewed in the spring. This new line of accessories created for Fitbit Versa, already a smartwatch favorite with more than 1 million devices shipped in its first six weeks of launch, offers consumers the chance to bring even more style to their wrist in a fresh and unexpected way. PH5 for Fitbit Versa combines an unconventional approach to knitwear with unique and playful styles, featuring six bands in a variety of bold styles and colors. The PH5 for Fitbit Versa Collection is available now at Fitbit.com, and two designs exclusively at Target in the US only.

Sharing a desire to propel the seamless integration of fashion and technology forward, Fitbit and the CFDA joined forces to develop an initiative harnessing the power of today’s most up-and-coming creative minds. Five top emerging brands were invited to submit accessory designs to be considered for Versa, each showcasing a distinct, innovative approach to bringing the future of wearable fashion to market.

With a submission that captured the innovation and approachability so integral to Fitbit Versa itself, New York-based brand, PH5 was selected to create an exclusive assortment of accessory bands for the smartwatch. Inspired by Versa’s lightweight, sleek design and advanced feature set, PH5 has created accessories that offer breathability and flexibility while emphasizing style. Each band pushes the boundaries of what knitwear can do, utilizing high-quality knitting techniques and materials, and leveraging the distinct architectural dimensions of the chosen textiles.

The PH5 for Fitbit Versa Collection styles include:

  • Stripe Knit: Inspired by the colors and stripes from the logos of marathons founder Wei Lin has run, and the lines are to resemble track and field courts where many runners train.
  • Metallic Knit: Constructed with a specialized knitting technique for a comfortable feel, complimented by a subtle metallic shimmer.
  • Rib Knit: Created with raised stripes in cheerful colors for a multi-dimensional textural experience.

“I developed the accessories for Fitbit Versa to be fun and sporty, yet still be luxurious and convey an exclusive fashion statement,” said Wei Lin, founder of PH5. “As a seven-time Ironman triathlete, my own passion for fitness played a vital role in developing the accessories, giving me the opportunity to create a new fashion experience rooted in health and wellness. Fitbit Versa was an ideal device for us to design around, given the versatility of its shape and features, all of which inspire and empower a lifestyle that I truly believe in.”

Versa’s success since launch has demonstrated strong consumer demand for a well-designed health and fitness-focused smartwatch. Characterized by a universal appeal and an ability to express consumers’ personal style, Versa is the most optimal device to experiment with and take creativity to the next level through the collaboration with the CFDA and PH5.

“Working with PH5 on this project has been a lot of fun and I’m thrilled to see their Fitbit Versa Collection concepts come to life. Their truly innovative use of knit materials, playful colorways and overall designs are functional, sporty and sexy. We’re happy to create more fashion-forward choices for our global community of over 25 million active users, and yet another way for Versa to appeal to our customers who want to accessorize,” said Tim Rosa, Chief Marketing Officer at Fitbit. “As the first wearable brand to partner with a leading designer in 2014 with Tory Burch to create a collection of fashionable accessories for a fitness tracker, we’ve seen great success with this strategy that brings innovative, trend-right designs to challenge the way consumers think about wearables and offer stylish options.”

The PH5 for Fitbit Versa Collection is available beginning now at Fitbit.com and Target.

  • The accessory bands ($39.95 each) will work with Fitbit Versa and Fitbit Versa Special Edition smartwatches, and are also sold separately at Fitbit.com and major retailers (for $199.95 and $229, respectively).
  • Stripe Knit styles will be available exclusively at Target.
  • Metallic Knit and Rib Knit styles will be available online at Fitbit.com.
  • Additional details about Designer Collaborations for Fitbit can be found at fitbit.com/designer-collections.

About Fitbit Versa

Fitbit Versa is your personalized daily health and fitness companion: a modern, full-featured and competitively priced smartwatch that helps empower you to take action, make the most of every moment, stay connected and reach your goals. A 24/7 health and wellness companion, Versa helps you reach your goals with a personalized on-device health dashboard, new female health tracking featureii, and an advanced health and fitness experience – all with 4+ days battery lifeiii. Versa also helps you stay connected with advanced smart features like phone-free music, secure, wallet-free payments with Fitbit Versa Special Editioniv, notifications, and Android quick replies – along with more than 1,000 popular brand, developer and Fitbit Labs appsv, and customizable clock faces. Versa currently holds the top two “Best Seller” spots in Smart Watches on Amazon.com.

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 include Fitbit Blaze®Fitbit Charge 2®Fitbit Alta HR™Fitbit Alta®Fitbit Ace™Fitbit Flex 2®, and Fitbit Zip® activity trackers, as well as the Fitbit Ionic™ and Fitbit Versa™ smartwatches, Fitbit Flyer™ wireless headphones and Fitbit Aria 2™ Wi-Fi Smart Scales. Fitbit products are carried in over 45,000 retail stores and in 86 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, 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 at www.fitbit.com/legal/trademark-list. Third-party trademarks are the property of their respective owners.

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About The Council of Fashion Designers of America

The Council of Fashion Designers of America, Inc. (CFDA) is a not-for-profit trade association, founded in 1962, whose membership consists of more than 500 of America’s foremost womenswear, menswear, jewelry and accessory designers. In addition to hosting the annual CFDA fashion awards, the trade organization owns the Fashion Calendar and stages New York Fashion Week: Men’s.

About PH5

Established in New York in 2014, PH5 is an advanced contemporary women’s knitwear brand founded by Wei Lin, the daughter of a larger knitwear manufacturer, and created by a Parsons-trained, award-winning designer, Mijia Zhang. The label challenges the conventional vision of knitwear by marrying whimsical designs with architectural dimensions of knitting techniques. Designer Mijia has a particular interest in innovative, high tech textiles and technical developments. After winning the Kering Empowering Imagination award in 2014, Mijia apprenticed with British designer Christopher Kane before joining Nike as a color designer for footwear. In 2015, Mijia became the creative director for PH5. Mijia’s design aesthetic is colorful and futuristic with a playful twist. PH5’s moniker is based on the numeric pH scale, which ranges from 0-14, with 7 as neutral. If 7 represented androgynous unisex labels and 1 represented the extreme feminine or sexy brands, PH5 would be a brand that’s leaning more towards the edgier side while keeping a touch of femininity.

Forward-Looking Statements

This press release contains forward-looking statements, within the meaning of the safe harbor provisions of the Private Securities Litigation Reform Act of 1995, that involve risks and uncertainties including, among other things, statements regarding the strength of retail and consumer demand for Fitbit Versa; expected market share of the smartwatch category; and ability to create one of the largest databases of female health. These forward-looking statements are only predictions and may differ materially from actual results due to a variety of factors, including the effects of the highly competitive market in which we operate, including competition from much larger technology companies; any inability to successfully develop and introduce new products, features, and services or enhance existing products and services; product liability issues, security breaches or other defects; and other factors discussed under the heading "Risk Factors" in our most recent report on Form 10-Q filed with the Securities and Exchange Commission. All forward-looking statements contained herein are based on information available to us as of the date hereof and we do not assume any obligation to update these statements as a result of new information or future events.

i In North America only, based on sell-through data in the first six weeks of availability.

ii Female health tracking is available to adults 13 and over in the U.S.; ages may vary by country.

iii Battery life use varies with use and other factors; 7+ hours playing playback and using Connected GPS.

iv Fitbit Pay is available on Fitbit Ionic, Fitbit Ionic: adidas edition and Fitbit Versa Special Edition smartwatches in the Americas; and on all Fitbit smartwatches in APAC and EMEA.

v Because Fitbit Labs content is experimental in nature, users may experience minor issues, and the time period for which apps and clock faces are available may be limited.

Fitbit, Inc.
Media Contact:
Jen Ralls, 415-941-0037
PR@fitbit.com

Source: Fitbit, Inc.