Dive Summary:
- Coca-Cola has recently partnered up with social fitness company Endomondo, a service that currently has around 12 million users.
- This collaboration will combine Coke's global reach with its brand of sports drink, Powerade, and Endomondo's mobile app and social network to help users reach their fitness goal.
- This alliance comes at a time when soft drink manufacturers are under a lot of scrutiny due to the worldwide obesity epidemic, so partnerships like this are likely to increase.
From the article:
"The Coca-Cola Company has launched a strategic alliance with Endomondo, a social fitness community with more than 12 million users worldwide. 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. Coca-Cola supports local health initiatives in the US Endomondo offers location-based GPS, with social networking capabilities to motivate users toward more fun and greater fitness. Under the new agre..."
