Leaders from The Coca-Cola Company took to the running trails of New York on Wednesday to celebrate the launch of a strategic alliance with Endomondo, a social fitness community.
The newly formed collaboration combines the global reach of Coca-Cola (through its Powerade brand) with Endomondo’s mobile app and social network to bring communities around the world together with the tools they need to reach their fitness goals.
“We were immediately attracted to the dynamic team at Endomondo and their vision and commitment to creating a world where everybody exercises,” said Emmanuel Seuge, head of Worldwide Sports and Entertainment Marketing, The Coca-Cola Company.
The company’s first contribution can be seen through a new Powerade hydration feature, which educates users about how much they need to drink during and after each workout for optimum hydration levels to enhance performance.
Endomondo joins music licensing start-up Music Dealers and digital music service Spotify in The Coca-Cola Company’s strategic alliance portfolio as the first global sports-related endeavour.
“Our relationship with The Coca-Cola Company will pull together the innovative resources from both partners to create new, unique experiences that helps people around the world have fun while leading a more active lifestyle,” said Endomondo Co-founder Christian Birk.
To celebrate the collaboration, Endomondo is launching the Powerade Challenge. The challenge is all about working out – the more minutes you work out, the better your chances of being one Endomondo’s randomly selected winners. You can join the challenge by visiting http://www.endomondo.com/challenges.