Market Overview

Fitbit Partners With the Council of Fashion Designers of America (CFDA) to Launch Fitbit Versa™ Collection With New York Fashion Label, PH5


New line of Versa accessories designed by ‘label to watch,' PH5,
features an array of high-tech knit bands with a sporty aesthetic that
raise the bar for smartwatch style, available exclusively at Target and

(NYSE:FIT), the leading global wearables brand, today announced
availability of the PH5 for Fitbit Versa™ Collection, which was
developed as part of Fitbit's collaboration with the Council of Fashion
Designers of America (CFDA) previewed in the spring. This new line of
accessories created for Fitbit
, already a smartwatch favorite with more than 1
million devices
shipped in its first six weeks of launch, offers
consumers the chance to bring even more style to their wrist in a fresh
and unexpected way. PH5 for Fitbit Versa combines an unconventional
approach to knitwear with unique and playful styles, featuring six bands
in a variety of bold styles and colors. The PH5 for Fitbit Versa
Collection is available now at,
and two designs exclusively at Target in the US only.

Sharing a desire to propel the seamless integration of fashion and
technology forward, Fitbit and the CFDA joined forces to develop an
initiative harnessing the power of today's most up-and-coming creative
minds. Five top emerging brands were invited to submit accessory designs
to be considered for Versa, each showcasing a distinct, innovative
approach to bringing the future of wearable fashion to market.

With a submission that captured the innovation and approachability so
integral to Fitbit Versa itself, New York-based brand, PH5 was selected
to create an exclusive assortment of accessory bands for the smartwatch.
Inspired by Versa's lightweight, sleek design and advanced feature set,
PH5 has created accessories that offer breathability and flexibility
while emphasizing style. Each band pushes the boundaries of what
knitwear can do, utilizing high-quality knitting techniques and
materials, and leveraging the distinct architectural dimensions of the
chosen textiles.

The PH5 for Fitbit Versa Collection styles include:

  • Stripe Knit: Inspired by the colors and stripes from the logos
    of marathons founder Wei Lin has run, and the lines are to resemble
    track and field courts where many runners train.
  • Metallic Knit: Constructed with a specialized knitting
    technique for a comfortable feel, complimented by a subtle metallic
  • Rib Knit: Created with raised stripes in cheerful colors for a
    multi-dimensional textural experience.

"I developed the accessories for Fitbit Versa to be fun and sporty, yet
still be luxurious and convey an exclusive fashion statement," said Wei
Lin, founder of PH5. "As a seven-time Ironman triathlete, my own passion
for fitness played a vital role in developing the accessories, giving me
the opportunity to create a new fashion experience rooted in health and
wellness. Fitbit Versa was an ideal device for us to design around,
given the versatility of its shape and features, all of which inspire
and empower a lifestyle that I truly believe in."

Versa's success since launch has demonstrated strong consumer demand for
a well-designed health and fitness-focused smartwatch. Characterized by
a universal appeal and an ability to express consumers' personal style,
Versa is the most optimal device to experiment with and take creativity
to the next level through the collaboration with the CFDA and PH5.

"Working with PH5 on this project has been a lot of fun and I'm thrilled
to see their Fitbit Versa Collection concepts come to life. Their truly
innovative use of knit materials, playful colorways and overall designs
are functional, sporty and sexy. We're happy to create more
fashion-forward choices for our global community of over 25 million
active users, and yet another way for Versa to appeal to our customers
who want to accessorize," said Tim Rosa, Chief Marketing Officer at
Fitbit. "As the first wearable brand to partner with a leading designer
in 2014 with Tory Burch to create a collection of fashionable
accessories for a fitness tracker, we've seen great success with this
strategy that brings innovative, trend-right designs to challenge the
way consumers think about wearables and offer stylish options."

The PH5 for Fitbit Versa Collection is available beginning now at and Target.

  • The accessory bands ($39.95 each) will work with Fitbit Versa and
    Fitbit Versa Special Edition smartwatches, and are also sold
    separately at and major retailers (for $199.95 and $229,
  • Stripe Knit styles will be available exclusively at Target.
  • Metallic Knit and Rib Knit styles will be available online at
  • Additional details about Designer Collaborations for Fitbit can be
    found at

About Fitbit Versa

Fitbit Versa is your personalized daily health and fitness companion: a
modern, full-featured and competitively priced smartwatch that helps
empower you to take action, make the most of every moment, stay
connected and reach your goals. A 24/7 health and wellness companion,
Versa helps you reach your goals with a personalized on-device health
dashboard, new female
health tracking feature
ii, and an advanced health and
fitness experience – all with 4+ days battery lifeiii. Versa
also helps you stay connected with advanced smart features like
phone-free music, secure, wallet-free payments with Fitbit Versa Special
Editioniv, notifications, and Android quick replies – along
with more than 1,000 popular brand, developer and Fitbit Labs appsv, and
customizable clock faces. Versa currently holds the top two "Best
Seller" spots in Smart Watches on

About Fitbit, Inc. (NYSE:FIT)

Fitbit helps people lead healthier, more active lives by empowering them
with data, inspiration and guidance to reach their goals. As the leading
global wearables brand, Fitbit designs products and experiences that
track and provide motivation for everyday health and fitness. Fitbit's
diverse line of innovative and popular products include Fitbit Blaze®Fitbit
Charge 2®
Alta HR™
Flex 2®
, and Fitbit Zip® activity
trackers, as well as the Fitbit
 and Fitbit
 smartwatches, Fitbit
 wireless headphones and Fitbit
Aria 2™
 Wi-Fi Smart Scales. Fitbit products are carried in over
45,000 retail stores and in 86 countries around the globe. Powered by
one of the world's largest social fitness networks and databases of
health and fitness data, the Fitbit platform delivers personalized
experiences, insights and guidance through leading software and
interactive tools, including the Fitbit and Fitbit Coach apps, and the
Fitbit OS for smartwatches. Fitbit Health Solutions develops health and
wellness solutions designed to help increase engagement, improve health
outcomes, and drive a positive return for employers, health plans and
health systems.

Fitbit and the Fitbit logo are trademarks or registered trademarks of
Fitbit, Inc. in the U.S. and other countries. Additional Fitbit
trademarks can be found at
Third-party trademarks are the property of their respective owners.

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About The Council of Fashion Designers of America

The Council of Fashion Designers of America, Inc. (CFDA) is a
not-for-profit trade association, founded in 1962, whose membership
consists of more than 500 of America's foremost womenswear, menswear,
jewelry and accessory designers. In addition to hosting the annual CFDA
fashion awards, the trade organization owns the Fashion Calendar and
stages New York Fashion Week: Men's.

About PH5

Established in New York in 2014, PH5 is an advanced contemporary women's
knitwear brand founded by Wei Lin, the daughter of a larger knitwear
manufacturer, and created by a Parsons-trained, award-winning designer,
Mijia Zhang. The label challenges the conventional vision of knitwear by
marrying whimsical designs with architectural dimensions of knitting
techniques. Designer Mijia has a particular interest in innovative, high
tech textiles and technical developments. After winning the Kering
Empowering Imagination award in 2014, Mijia apprenticed with British
designer Christopher Kane before joining Nike as a color designer for
footwear. In 2015, Mijia became the creative director for PH5. Mijia's
design aesthetic is colorful and futuristic with a playful twist. PH5's
moniker is based on the numeric pH scale, which ranges from 0-14, with 7
as neutral. If 7 represented androgynous unisex labels and 1 represented
the extreme feminine or sexy brands, PH5 would be a brand that's leaning
more towards the edgier side while keeping a touch of femininity.

Forward-Looking Statements

This press release contains forward-looking statements, within the
meaning of the safe harbor provisions of the Private Securities
Litigation Reform Act of 1995, that involve risks and uncertainties
including, among other things, statements regarding the strength of
retail and consumer demand for Fitbit Versa; expected market share of
the smartwatch category; and ability to create one of the largest
databases of female health. These forward-looking statements are only
predictions and may differ materially from actual results due to a
variety of factors, including the effects of the highly competitive
market in which we operate, including competition from much larger
technology companies; any inability to successfully develop and
introduce new products, features, and services or enhance existing
products and services; product liability issues, security breaches or
other defects; and other factors discussed under the heading "Risk
Factors" in our most recent report on Form 10-Q filed with the
Securities and Exchange Commission. All forward-looking statements
contained herein are based on information available to us as of the date
hereof and we do not assume any obligation to update these statements as
a result of new information or future events.

i In North America only, based on sell-through data in the
first six weeks of availability.

ii Female health tracking is available to adults 13 and over
in the U.S.; ages may vary by country.

iii Battery life use varies with use and other factors; 7+
hours playing playback and using Connected GPS.

iv Fitbit Pay is available on Fitbit Ionic, Fitbit Ionic:
adidas edition and Fitbit Versa Special Edition smartwatches in
the Americas; and on all Fitbit smartwatches in APAC and EMEA.

v Because Fitbit Labs content is experimental in nature,
users may experience minor issues, and the time period for which apps
and clock faces are available may be limited.

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