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Nike gives FuelBand team the boot, will no longer make wearable tech

Posted: , by Maxwell R.

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Nike gives FuelBand team the boot, will no longer make wearable tech
Nike is apparently saying, “Just Don’t,” to its wearable hardware team which produced products like the Nike+ FuelBand SE fitness tracker. The FuelBand worked in tandem with the associated app for iOS devices.

Therein lies Nike’s revised vision, software, meaning that the team of about 70 or so that helped develop the FuelBand wearable device are being let go by the company, though it is conceivable that some folks may be offered a transfer to other operations.

For now though, it looks as though about 80% of the FuelBand team have been shown the door, the majority of whom, used to work out of Nike’s headquarters in Beaverton, Oregon. The change in strategy reportedly also affects Nike’s sportwatch and other wearable accessories.

Instead, the focus will be on athletic software. Nike’s digital app, Nike+, has evolved into a more agnostic platform which gives the company room to grow without having to compete in the crowded hardware space of wearable tech, a sector that is going to become quite difficult to grow in if and when Apple debuts its “iWatch.”

Since the Nike+ app is optimized for iOS devices, this may also hint at a partnership between Nike and Apple should the aforementioned “iWatch” comes to fruition. Since Apple CEO Tim Cook sits on Nike’s Board of Directors, that looks like an easy conclusion to come to.

source: CNET

18 Comments
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posted on 18 Apr 2014, 19:44 2

1. Sesameopen (Posts: 106; Member since: 02 Aug 2013)


They failed as usual

posted on 19 Apr 2014, 00:00 4

8. Sauce (unregistered)


When does Nike fail? Im curious honestly. The fuel band is amazing. If you think this is/was supposed to be a smart watch…I think you are the one that is failing, sir.

posted on 19 Apr 2014, 09:27 1

14. Finalflash (Posts: 1799; Member since: 23 Jul 2013)


Yea no, you liking it doesn't make it a success and no company ditches a money maker. The health wearable market is tiny and with some serious competition thanks to Apple's still rumored smart health band/watch causing everyone else to jump the gun prematurely. They probably cut their losses here and jumped out.

posted on 19 Apr 2014, 10:29 2

16. Sauce (unregistered)


Just because a company stopped making something doesn't mean it wasn't a success. You sir, need to reconnect those common sense wires.

posted on 19 Apr 2014, 13:22

17. InspectorGadget80 (Posts: 6579; Member since: 26 Mar 2011)


It's because apple purchase the fuel band and want it built in their iwatch.

posted on 18 Apr 2014, 19:52

2. apple4never (Posts: 961; Member since: 08 May 2013)


could this be a sign from nike that the iwatch is real and they dont wanna compete with it?

posted on 18 Apr 2014, 20:44 5

3. zeus1 (Posts: 3; Member since: 17 Apr 2014)


How could u say that?
U r implying that a smartwatch that hasn't been announced yet made people at nike scared of competing with apple & shut down their wearable tech division.
Typical apple fan.

posted on 18 Apr 2014, 20:57 1

5. apple4never (Posts: 961; Member since: 08 May 2013)


huh, ya sure, im an apple fan, If u had any clue clearly apple and nike have worked together for stuff and apple possibly hinted at a smartwatch and nike took that hint and decided not to compete

posted on 18 Apr 2014, 21:08 3

6. nctx77 (Posts: 534; Member since: 03 Sep 2013)


I guess you didn't know that Tim cook sits on the Nike board and they have had a close relationship. The timing if perfect as well. WWDC is only a month and a half away and they surely will announce the iwatch since there will be a watch app available in ios 8.

posted on 19 Apr 2014, 00:11 2

9. Sauce (unregistered)


Your post is spot on. Perfect timing and partnership. But….He didn't know. He also didn't know that a lot of people from the Nike Fuelband project are being ported over to work with Apple on the iWatch. Yet here he is, being ignorant =( I guess everything Pro-Apple is considered being an Apple fan to him. Why does someone have to have so much blindness caused by hatred? People should use their brains more :(

posted on 19 Apr 2014, 07:49

13. JunitoNH (Posts: 927; Member since: 15 Feb 2012)


Plus one, sir. Correct he sits on the board, and they have to pay the price.

posted on 19 Apr 2014, 09:30

15. Finalflash (Posts: 1799; Member since: 23 Jul 2013)


Nike isn't dropping this to be nice or because cook is on the board, they probably aren't making any money off of it. The former reasons would be a violation of their fiduciary duties and the latter is usually the only reason a company drops a division.

posted on 19 Apr 2014, 04:48

12. boosook (Posts: 1029; Member since: 19 Nov 2012)


The iwhat?

posted on 18 Apr 2014, 20:55 5

4. maherk (Posts: 1027; Member since: 10 Feb 2012)


one of the reasons the fuelband failed is due to their stubbornness to limit it's compatability with iOS only.

posted on 18 Apr 2014, 23:32 3

7. mas11 (Posts: 1030; Member since: 30 Mar 2012)


That's what they get for being anti competitive

posted on 19 Apr 2014, 00:12 1

10. Sauce (unregistered)


Wrong.

posted on 19 Apr 2014, 04:35

11. 0xFFFF (Posts: 3273; Member since: 16 Apr 2014)


While I like the concept of the "smartwatch" largely because I hate having to carry a phone around, I have never really understood the appeal of the various fitness bands/trackers. They seem like a fad. Ultimately, I don't think gadgets/fitness bands help many people with health and fitness. With the exception that I can see how people in a gym use their phones for music. I've never seen anyone in the gym with a fitness band. Waste of money and time IMO.

posted on 21 Apr 2014, 13:05

18. mrblah (Posts: 455; Member since: 22 Jan 2013)


I wonder if the new iPhone will be $100 more because it will come with an iWatch?

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