When Fitbit launched its IPO on June 18th the company was valued at $4.1 billion and $20 per share. By the end of that first day the stock price jumped by 50% and since then has trended upward, hitting as high as $48.98 per share and a $9.78 billion valuation. It was a sign of a company on a roll. Fitbit’s sales more than tripled last year, to $745.4 million and growth in wearable fitness tech continues apace. According to a November 2014 report by Juniper Research, the number of devices used by customers is expected to triple by 2018, to more than 70 million, and as of 2014 Fitbit had almost 70% market share.It's been a good run for Fitbit, and the bulk of its growth has happened without a major brand marketing campaign. The eight-year-old brand's first major advertising effort didn’t launch until November 2014, with an anthem spot firmly establishing it as a friendly idealist that saw fitness as a tent big enough for everyone and anyone regardless of age, gender, or athletic ability.