US sports wear brand KangaROOS is fighting back at the wearable tech industry by launching its on analogue wearable fitness tracker, the ROOband.
The ROOband goes back to basics and has been designed to help people rediscover the spirit of running without the hassle of Bluetooth, charging up batteries, downloading or syncing, its soft elasticated material simply draws in your 'effort' (aka sweat).
Marco Lachner, head of brand and design at KangaROOS, explains: "It’s true, the ROOband is actually just a sweatband. With a pocket. But that’s the point. Running has become such a serious business that people have forgotten the joy of pulling on a pair of trainers and heading out for a run. We’re making our 35th anniversary an opportunity to remind people about the times when running was just running, not about sharing on social media."
The campaign is a joint collaboration between Rubber Republic, The Viral Ad Network and Cheil, and was shot by Matt Golding and Simon Friedberg.
Cheil's executive creative director, Ronald Rudolf, commented: "Locked-in systems and heart-rate gamification algorithms have complicated running and as a result, the category has become stale. Our campaign aims to go back to simpler times and demonstrates that wild spirits can’t be tamed. It’s a reminder that you can’t measure fun. You need to just Roo It."
The band will launch on YouTube with an IndieGOGO page where KangaROOS will offer special packages for those willing to back the band.