Launching the tracker in the middle.

A new tracker sitting between a screenless band and a full smartwatch. The story needed to land the product's role in the lineup, not just its specs.

• Launch strategy on social, presented directly to Google
• Positioning a screen without losing Fitbit's simple, low-key feel
• Building the Stephen Curry partnership into a second launch

Keep what people loved about Fitbit while adding a small display that brings stats to a glance, so the tracker keeps its simple, wear-and-forget feel.

The launch also built on the Stephen Curry partnership, carrying it from the Fitbit Air into the Edge.