Saucony is introducing the Marathumb Challenge alongside its latest sneaker, the Ride 17. In an effort to encourage people to prioritize fitness over doom scrolling habits, Saucony is challenging users to walk or run farther than the collective distance they scroll. A survey by HarrisX revealed that more than 60% of Americans reported an increase in their daily smartphone usage compared to the previous year—so while the average American scrolls the distance of three marathons on their phone each year, Saucony is aiming to shift the balance between “screen time and step time.” We already saw Strava partner with Chipotle to offer customized running routes for individuals looking to commit to healthier lifestyles in the new year, and this challenge uses similar reward incentives, now for branded merch, to keep consumers on track with their fitness resolutions. (Marketing Dive)
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