Has Fitbit crossed the border to the fashion world with latest design?
Fitbit released its newest fitness tracker, called the Fitbit Alta, on聽Wednesday. The new wearable fitness device could be the leading edge of a technology trend that blurs the lines between form and function.
When Fitbit was founded in 2007, its . The first Fitbit technology featured a wooden box and a circuit board, instead of the sleek colored band that characterizes the wearable fitness monitor today.
Now, Fitbit has gone the extra mile. The company鈥檚 newest release is not only inoffensive to the eye, but could also be .
Unlike some of the device鈥檚 older models, the new Fitbit does not have a elastomer (or rubber) wristband. Instead, it features a stainless steel or leather band that comes in a variety of colors.
The Alta also , and can sync to smartphones. Like some of the company鈥檚 other trackers, the Alta tracks exercise and sleep patterns. In terms of functionality, Alta is very similar to other Fitbit devices.
The company has gone to some lengths in recent months to convince customers of the device鈥檚 utility, while meandering ever closer to the fashion world.
In January, Fitbit released the Fitbit Blaze, one of its more expensive trackers with a resemblance to the Apple Watch. The Blaze has a clock face and interchangable bands. After years of functional designs, the Blaze was one of .
鈥淥ne of the first things we learned in this industry is that fitness is personal,鈥� said Fitbit CEO James Park in a , 鈥渁nd if something isn鈥檛 your style, you won鈥檛 wear it.鈥�
At the Consumer Electronics Show (CES) in January, former NFL player Tony Gonzalez . Mr. Gonzalez, who now works for Fitbit, claimed that the company鈥檚 new product could easily transition 鈥渇rom the practice field to the red carpet.鈥�
With Alta鈥檚 release following quickly on the heels of the Blaze, Fitbit appears to be chasing the fashion trend. Other wearable fitness tracker manufacturers have also noticed the wind changing.
Early this year, Misfit released its . Like Fitbit鈥檚 Alta device, the Ray is sleeker and shinier than its older siblings. The tracker can also be removed from its band, allowing it to be worn as a necklace or otherwise personalized.
Fitbit refuses to be left behind as fitness trackers become more personalized. The company has had a longstanding partnership with the fashion designer Tory Burch.
Priced at $129, the Fitbit Alta is not the most expensive product in Fitbit鈥檚 arsenal. The larger Fitbit Surge and the Fitbit Blaze are both more expensive than the sleeker, more attractive Alta.
Given the device鈥檚 popularity, it is surprising that Fitbit stock has dropped over the last year. The company鈥檚 IPO did astoundingly well, with stocks selling for approximately $32 per share. Wednesday, the stock is worth just under half that amount at $15.91 per share.
Fitbit still controls 79 percent of the . President Obama wears a fitbit. Perhaps the sleek and shiny Alta will spread the trend to more fashion forward figures.
