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

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. mrblah

Posts: 577; Member since: Jan 22, 2013

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

11. 0xFFFF

Posts: 3806; Member since: Apr 16, 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.

4. maherk

Posts: 7086; Member since: Feb 10, 2012

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

7. mas11

Posts: 1034; Member since: Mar 30, 2012

That's what they get for being anti competitive

10. Sauce unregistered


2. apple4never

Posts: 1064; Member since: May 08, 2013

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

3. zeus1

Posts: 8; Member since: Apr 17, 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.

5. apple4never

Posts: 1064; Member since: May 08, 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

6. nctx77

Posts: 2540; Member since: Sep 03, 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.

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 :(

13. JunitoNH

Posts: 1946; Member since: Feb 15, 2012

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

15. Finalflash

Posts: 4063; Member since: Jul 23, 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.

12. boosook

Posts: 1442; Member since: Nov 19, 2012

The iwhat?

1. Sesameopen

Posts: 109; Member since: Aug 02, 2013

They failed as usual

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.

14. Finalflash

Posts: 4063; Member since: Jul 23, 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.

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.

17. InspectorGadget80 unregistered

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

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