Wearable tech brand Misfit hands UK PR brief to Ranieri

Misfit, the wearable tech brand co-founded by former Apple CEO John Scully, has brought in consumer tech PR and social media specialist Ranieri to handle its UK PR.

Acquired by Fossil Group at the end of 2015 for a reported $260 million (£198 million), Misfit aims to “fill the gap in existing fashion-forward wearable technology”.

With a focus on Misfit’s Ray, Shine 2 and Speedo Shine 2 products, Ranieri’s brief includes a PR, events and influencer campaign, which will target the lifestyle, health and fitness and technology sectors.

The agency will also work alongside Pride PR in the Netherlands, which is heading up a network of PR agencies across Europe.

Niels Van der Valk, Fossil Group’s regional director for CE in Europe, the Middle East and Africa, said: “We have previous experience of working with Ranieri as the agency was responsible for the highly successful launch of the Shine activity tracker in the UK.

“We’re really pleased to get the chance to partner with them again. Ranieri has extensive experience in our target markets and can develop insightful ideas that will work in this space.”

Pietro Ranieri, MD at Ranieri, added: “We’re pleased to be back working with Misfit again. The press coverage achieved the first time round was enormously positive, and the brand soon became a firm favourite with the media. We’re looking forward to seeing where the Fossil acquisition takes Misfit in the future and are excited to be part of that journey.”