1.8K+
likes on the Stephen Curry Fitbit Air Special Edition reel, the partnership launch moment
Repositioning an established brand is about much more than a new name or visual identity. Fitbit came with deep equity and loyal users; Google Health came with an AI-powered coach, a new subscription and a new product. Both had to feel like one promise.
- Product positioning and narrative positioning to build trust and positive sentiment
- Customer segmentation and key selling features
- Brand personality on social
- Content strategy, launch calendar and creative briefs
- Trusted voices, including Stephen Curry and Bryson DeChambeau
Keep Fitbit's long-built trust at the center, and introduce Google's AI-powered health.
Post-launch, I developed monthly social-first content strategies based on market trends, product evaluation and the cultural conversation.
