Saucony's Marathumb Challenge: Turning Doom Scrolling Into Real Movement
Saucony's Marathumb Challenge aims to inspire consumers to ditch doom scrolling and embrace fitness with a creative and engaging challenge. The challenge, fueled by research on screen time and physical activity, provides an innovative way for individuals to prioritize movement over screen time.
The Marathumb Challenge: A New Approach to Fitness
The first weekly challenge will launch on Jan. 22 and continue for six weeks. For Android users, the application uses screen time metrics to actively compare scrolling distance to stepping distance. For those using an iOS device, the platform compares steps to the average national distance scrolled.
Inspiring Movement Over Screen Time
Many brands have been looking to help consumers hit their new year's resolutions this month. Chipotle recently partnered with fitness app Strava to launch specialized routes where users can engage in friendly competitions. Walmart+ also launched a campaign, 'Save Your Resolutions,' imed around Quitter’s Day, the second Friday of the new year, when many give up on their resolutions.
Industry Trends and Company Developments
The activation comes just a few days after Saucony’s parent company, Wolverine World Wide, sold the Sperry footwear brand for approximately $130 million. The brand, most notable for their boating shoes, was sold to Authentic Brands Group and the Aldo Group.
