Mio Global, one of the biggest producers of heart-rate monitor wearables, has just announced a new brand campaign entitled “The Coach Within,” which will aim to promote their product to athletes seeking more intense workouts.
Mio Global primarily produces wristwatch devices, and the company is a firm believer in the importance of heart rate within a workout. Their new campaign will reach out across all platforms, from a redesigned website to television advertisements and videos like the one below.
The revamped website will include heart-rate training plans and a heart-rate calculator that will help the user understand their target heart rate zones and the manner in which to maximize their workout.
As part of this new rebranding, the company will recruit a number of elite athletes from a diverse array of sports, to try to shy away from the perception that their hear-rate monitors are solely for runners, cyclists and triathletes.
With this branding move, Mio Global will be attempting to tap into the market that is traditionally held by wearables that do much more than just heart-rate monitoring—like tracking speed, distance and calories burned. There are a number of these on the market, and teams across the world of sports have been using them for years.
The U.S. Women’s National Team used Polar wearables this past summer at the FIFA Women’s World Cup, while the Men’s German National Team used Adidas micoach in their journey to lifting the 2014 FIFA World Cup.
Mio Global will hope that the accuracy with their heart-rate monitor wins over a number of teams like these, and they can extend their reach to a wider range of athletes.