Holmes Report 09 Oct 2014 // 9:21AM GMT
NEW YORK—Fitness and healthcare tech developer Skulpt has brought on Diffusion as its agency-of-record, ahead of the global launch of its new fitness device.
Diffusion's work will begin with with the launch of Skulpt Aim, which aims to rate the quality of individual muscles and measure the fat percentages of those muscles.
The firm will look to position Skulpt Aim in lifestyle, fitness, consumer technology and national media outlets. In addition, Diffusion will also deploy a thought-leadership campaign to bring Skulpt’s message regarding the importance of 'muscle quality' to fitness enthusiasts, general consumers and early technology adopters.
Founded in 2009 in a bid to help doctors track the progression of muscular disorders, Skulpt has since turned its focus to more of a consumer audience in order to meet perceived demand from professional and amateur fitness enthusiasts.
The Skulpt Aim was first introduced to consumers via a successful Indiegogo campaign in November 2013, raising nearly four times its funding target. It also won the 2014 International CES Innovations Award in the health and fitness product category.
“The fitness tracker space is full of products that can count steps and calories burned – but none capable of accurately measuring the changes in your body or turning the results of that measurement into useful, actionable data as the Skulpt Aim can," said Skulpt product VP Juan Jaramillo.
"Diffusion impressed us with their knowledge of the space as much as with their creativity and enthusiasm – they understood straight away the importance of educating consumers on the significance and importance of ‘muscle quality’ – and that’s why we’re delighted to be working with them for the launch of the Aim and beyond."