Fitbit Signs On To Skechers Performance L.A. Marathon

Skechers Performance Los Angeles Marathon
An artist's rendering of the new finish line for the 2016 Skechers Performance Los Angeles Marathon.
Courtesy of Skechers.

Wearable device maker Fitbit Inc. has inked a multiyear deal to track runners during the Skechers Performance Los Angeles Marathon. It will also become the lead sponsor for the race’s app.

The San Francisco-headquartered company, which makes devices that help people track their own daily health and fitness activities, said it aims to offer runners a better training experience. It also wants runners and race-watchers to have stronger engagements with the race, held Feb. 14, 2016.

“By supporting events like the Skechers Performance Los Angeles Marathon and equipping race participants with training tips from some of the sport’s most successful professional runners, Fitbit is helping consumers reach their race day goals,” Tim Rosa, VP of global marketing at Fitbit, said in a statement. “Armed with these tips and Fitbit’s activity tracking technology, runners of all levels are powered with the information they need to maximize their performance. With features like GPS and automatic heart rate tracking, they can make smart decisions as they train to cross the finish line.”

Skechers Performance, the division of Skechers USA Inc. that oversees its running business, became the race’s title sponsor in August.

Meanwhile, Fitbit, a leader in the wearable technology category, has been on a mission to gets its devices on more people.

Earlier this year it signed a deal with Target to offer the retail giant’s 335,000 U.S. employees activity trackers. The goal was to help Target’s workers improve fitness levels and reduce health-care costs for the company.

Fitbit went public this summer.