The Fitbit Ionic is the smartwatch for those who are far from ready to throw in the towel. Those who refuse to grow up quietly. Those who blindly sign up to their first marathon despite everything their body (and gravity) is telling them. Those who refuse to slow down. Our campaign proudly proves that some numbers mean more than others, and age isn’t one of them.



Across the country, men are fighting back against ageing. Taking on new fitness challenges, they refuse to throw in the towel.


A celebration of the real men that prove that some numbers mean more than others. That whatever their age, they’ve #StillGotIt.

The Work

It doesn't matter if you’re 30 or 50. What matters is how high you climb. How low your resting heart rate. How far you push yourself. What matters is your attitude. That feeling you get when you realise you have #StillGotIt.


Our 20 second social videos dive into the psyche of our everyday athletes, following the internal battle familiar to everyone who exercises.