Coca-Cola, Endomondo join forces over Powerade hydration feature
Powerade, a part of The Coca-Cola Company, and social fitness network Endomondo have joined forces t…Powerade, a part of The Coca-Cola Company, and social fitness network Endomondo have joined forces to develop a new hydration meter for fitness community.
The collaboration aims to combine the global reach of Coca-Cola (through Powerade brand) with Endomondo's mobile app.
Endomondo's mobile apps use social networking capabilities and location-based GPS technology, and record a full history of workouts for distance-based activities.
According to research, a mere 2% drop in body mass due to dehydration can result in reduction of physical and mental performance.
The new Powerade hydration feature educates users about how much they need to drink during and after each workout for optimum hydration levels.
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.
Coca-Cola worldwide sports and entertainment marketing head Emmanuel Seuge said: "The collaboration is intended to motivate fitness fans to compete while building strength and conditioning so everyone becomes better all-round athletes."
Endomondo co-founder Christian Birk said: "This relationship with POWERADE will pull together the innovative resources from both partners to create new, unique experiences that help people around the world have fun while leading a more active lifestyle."
