Shareholders were pleased as traders passed around an SEC filing that revealed Salesforce CEO Mark Benioff has a 5% common stock stake in Fitbit Inc FIT with 5.3 million shares Wednesday morning.
Benioff has been a fan of Fitbits and wearable technology for years, with Business Insider reporting he would give Salesforce management the devices as gifts. Benioff championed the activity-tracking smartwatch as early as 2008.
Fortune reports that Benioff sees the product's "intimate" relationship with the customer as a potential model for other tech companies.
Fitbit shares were up 6 percent with the news Wednesday morning.
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