An (un)Fitness Tracker?

Joe Boxer, an irreverent brand of, well, boxers as well as pajamas and lounge wear, is issuing a tracker that rewards wearers for doing NOTHING.

JBITSocial2

Too conceptual? Too weird? Or creatives with fingers on the pulse (pun intended) of a current trend leveraging it for a brand usually only top of mind at Christmas?

http://adage.com/article/cmo-strategy/joe-boxer-tracker-band-rewards-users/298104/

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