NEW YORK and ATLANTA - Leaders from The Coca‑Cola Company this morning took to the running trails of New York to celebrate the launch of a strategic alliance with Endomondo (www.endomondo.com), 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 first-of-its kind mobile app and social network to bring communities around the world together with the tools they need to reach their fitness goals.
Endomondo brings together cutting-edge technology, including location-based GPS, with social networking capabilities to motivate users toward more fun and greater fitness. Under the new agreement, Coca‑Cola will help Endomondo grow its existing user base and enter into new markets and territories, while helping develop the app's functionality and drive innovation.
"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. "We believe in the power of Endomondo's vision, application and most importantly -- its people."
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. Research has shown that dehydration resulting in as little as a 2 percent decrease in body mass can begin to reduce both physical and mental performance. By being properly hydrated athletes can perform at higher levels. Endomondo's new hydration feature supports effective functioning of the body, and promotes general health and well-being.
"Through the innovation and network of Endomondo, we have an incredible opportunity to continue to establish Powerade as a true sports brand," explained Seuge. "The application will allow sports men and women from around the world to motivate and compete with each other while they strengthen and condition to become better all-round athletes."
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 endeavor. Similar to The Company's pacts with Music Dealers and Spotify, the collaboration is rooted in shared value, an evolving approach to partnerships, leveraging the scale and reach of The Coca‑Cola Company to achieve bottom line efficiencies for both parties. Coca‑Cola and Endomondo expect to finalize an agreement that will enable Coca‑Cola to become an investor.
"We are incredibly excited to announce Endomondo's first-ever global brand collaboration," said Endomondo Co-founder Christian Birk. "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."
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.
The Coca‑Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca‑Cola, the world's most valuable brand, our Company's portfolio features 15 billion dollar brands including Diet Coke, Fanta, Sprite, Coca‑Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.8 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system employees. For more information, visit www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo, or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company.
Endomondo was founded in 2007 by fitness enthusiasts. Five years later, the app can be found in 200 countries, and gets up to 25,000 new users a day. Endomondo brings together cutting-edge technology, including location-based GPS, with social networking capabilities to motivate users toward more fun and greater fitness. It turns your smartphone into your ultimate social fitness tool.
Using GPS, the app tracks route, distance, duration, split times, calorie consumption, and more, while providing audio feedback on performance. The Endomondo app offers a full history with previous workouts and statistics, as well as a localized route map for each workout.
Endomondo Sports Tracker incorporates community and social features that allow users to challenge friends and share results. Available on seven mobile platforms, Endomondo operates on almost all GPS phones.
Joining Endomondo's Social Fitness Network is free and the app can be downloaded for free. A premium version of the app is available for $4.99.