How Amazfit found
its identity in UK sport
30+ media hits per month
60% coverage in market
1.2m+ views Amazfit needed a joined-up approach to build credibility across fitness, lifestyle and elite sport.
They had a strong product portfolio, the respect of tech journalists and an established e-commerce presence, but little brand profile among fitness conscious UK consumers.
We applied the full Mongoose offer to the challenge – partnerships, communications and experiences - putting Amazfit in trusted media, onto the wrists of influential athletes, and into the hands of grassroots communities.
Media profile
Right away, our PR team launched Amazfit Press Office to ensure every product launch gained wide coverage and seeding a constant drumbeat of consumer facing stories with national titles like Runner’s World, Women’s Health, Men’s Health and The Telegraph.
Building from grassroots We built a new UK Amazfit ambassador programme from scratch, recruiting athletes accomplished enough to inspire, but close enough to our target audience to be relatable.
We introduced Amazfit to grassroots fitness communities through partnerships with gyms, road & trail running clubs and HYROX. Aspiring athletes could experience the products through weekday 5Ks, outdoor adventures, exclusive giveaways and ambassador-led HYROX workouts.
Harnessing HYROX
Amazfit’s HYROX partnership gave us access to UK athletes who travel internationally to compete at different events and we came up with increasingly ambitious ways to engage them.
We turned a New York product launch into a flagship brand moment for press and athletes - and transformed competitors’ HYROX performance data into collectible trading cards, creating a collectible record of each athlete’s race performance.
And at the HYROX World Championships in Stockholm, Traditional Swedish cinnamon buns and immersive recovery ice baths generated a record 714 competitor trading cards and 789 customer sign-ups.
3 run clubs2.22 miles1 cityJosh Kerr: Project 222 Ahead of Josh Kerr’s famous 2026 attempt at the mile world record (3 minutes 42 seconds, or 222 seconds) we engaged run clubs in London for a 2.22-mile running event.
Later, a live podcast pre-record with Josh gave our immediate audience access to the athlete and the story behind his attempt.
After the race, with Josh’s performance now global news, all that content was repurposed across social media, introducing Amazfit into elite sport and running channels worldwide.
Results so far… A sustained campaign of national media coverage; a new ambassador network; an experiential HYROX partnership; and active communities driving product trial and engagement.
Across the year, Amazfit appeared in UK media on average once every day - generating 4.6 billion potential opportunities to be seen across news outlets, websites and broadcasts.
From a product known largely within technology circles, today, Amazfit is a visible and increasingly credible participant in UK sport, fitness and lifestyle.
A year’s social media growth
