Endomondo Scores Big Coke Deal

Endomondo Coca-ColaToday's big social fitness headline: Coca-Cola forms "strategic alliance" with Danish fitness app maker Endomondo. Coke, (like Pepsi), is pushing to instill health-consciousness into its brand. Who says those Bloombergian anti-soda ads don't carry some weight? In any event, we approve of the move, which gives Coke's sports drink, Powerade, immediate daily exposure to Endo's global athlete-end users. Endomondo, clearly, gets a big marketing push. The service currently claims 12 million users, though unclear how many of those are active.

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