Future In Doubt For Nike’s Fuelband
Media reports suggest that Nike is considering pulling its FuelBand fitness tracker after laying off staff from its digital sports department.
According to reports Nike will re-focus on its digital apps, including Nike+, moving away from wearable technology.
The FuelBand was first launched in 2012 with the aim of tracking and converting activity into Fuel points which could then be shared on the FuelBand’s online platform, allowing users to set targets and keep a track of their daily activity.
Nike currently has an online community of 20 million people sharing health and fitness data, but has faced competition from Jawbone and FitBit. The market is also set for the introduction of Apple’s new wearable device later this year.
In a statement, Nike said that the FuelBand was an important part of the business but confirmed a change in the digital team’s structure: ‘As a fast-paced, global business we continually align resources with business priorities. As our digital sport priorities evolve, we expect to make changes within the team and there will be a small number of layoffs.’
