Ahead of a November 1 deadline, Strava will apparently comply with new rules set by Garmin to specific that brand attribution must be credited on an platform that sources Garmin-derived data.
In an email circulated by Strava on October 11, any developer using Strava’s API on its platforms and apps must allow users to see the Garmin logo on workouts that originate from Garmin devices like watches or bike computers.
“Garmin’s new API Brand Guidelines now require even downstream developers that do not connect directly with Garmin to include brand attribution when data is sourced from a Garmin device,” the email partly read.
Garmin announced the attribution new policy on July 1, potentially impacting dozens of developers who either use their own or Strava’s architecture to sync and display data. Strava was clear to warn developers that they must adhere to the specific mandate that they show Garmin’s logo once any Garmin-derived is generated and synced using any portion of Strava’s API.
“Activity data obtained through the Strava API may include data that requires attribution to Garmin,” the notice read. “Therefore, if your application displays information derived from Garmin-sourced data, you must display attribution to Garmin in the form and manner required by Garmin’s brand guidelines.”
Still, even if any developer does not receive the data directly from Garmin, the brand’s logo must still be displayed since the information originated on a Garmin device.
A disruption in how its service syncs and displays data from Garmin, its largest third-party developer, could prove disastrous for users who rely on their devices to sync with Garmin servers first and seamlessly communicate with Strava.
However, this latest move by Strava comes at a time when it does not want users to lose access to syncing Garmin-generated data on its platform — but doesn’t not mean Strava is backing away from a lawsuit it filed in September over patents relating to segments and heatmaps.
The company’s product director Matt Salazar even posted a lengthy message on Reddit in early October specifically outlining Strava’s other areas of dispute with Garmin despite the two brands entering a work agreement a decade ago.
Salazar asserted Strava’s position that displaying the Garmin logo as part of posts showing workout data was essentially advertising.
“We consider this blatant advertising,” Salazar’s post read. “These new guidelines actively degrade your user experience on Strava (and the other 150M+ athletes). We already provide attribution for every data partner, but Garmin wants to use Strava and every other partner as an advertising platform – they told us they care more about their marketing than your user experience. Garmin doesn’t even provide data attribution for 3rd party devices (such as heart-rate monitors or power meters) on the Garmin Connect app.”
While the lawsuit over heatmaps and segments will proceed, Strava has not put an amount in damages it is seeking but does want Garmin devices that allegedly infringe on its patents to not be sold.
