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Kmart's Joe Boxer Tracker Band rewards users for doing nothing

Kmart is tapping into the fitness tracker trend with an "inactivity tracker" meant to promote the retailer's Joe Boxer pajama brand.

April 21, 2015

FitBit and other fitness-minded trackers promote exercise and activity. Joe Boxer is offering a tracker that will reward customers for doing absolutely nothing, according to Kmart.

Kmart is tapping into the fitness tracker trend with an "inactivity tracker" meant to promote the retailer's Joe Boxer pajama brand.

Like FitBit, the Inactivity Tracker connects to a mobile app, available on iOS and Android. Unlike other trackers, however, the Joe Boxer app rewards users for laziness, or what it calls "chill time," rather than fitness.

The effort, created by FCB in Chicago, puts Joe Boxer on the shelves and in the spotlight, according to Kmart, during a usually quiet season for the brand.

"How do we extend the brand at another point during the year besides holiday?" Jamie Stein, a spokeswoman for Kmart said in a statement. "The whole idea is to turn the tracking trend on its ear. It plays off of Joe Boxer's irreverent brand personality really well."