The new Kleenex is Fitbit
“Kleenex”. Probably the most well-known genericised trademark of our time, besides maybe “aspirin”. Society has associated it with ’tissue’ or ‘facial tissue’ for as long as I can remember. It acquired substantial market dominance and mind share such that the meaning became the product itself, and that’s what we’re seeing happening with Fitbit. We’re not talking about our “fitness trackers” but instead, referring to them as a Fitbit.
And rightfully so. Fitbit has been the fitness marker leader since 2013, battling it out with Nike until Nike bowed out of the game. They have been growing their product portfolio with speed and even quicker as a company. Their products aim at empowering and inspiring people to lead a healthier, and more active and fit life. Fitbit has silently owned the Fitness pillar in the consumer Fitness, Sport, and Performance category and only recently has declared their focus to be on the fitness pillar within this category.
We are seeing a divide in the sea in this space. Soon, we’ll see the features and functionality be tailored as well. The Wearables space is going to get even more exciting! Stay tuned for more!
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