Nike launches Nike+ FuelBand

By John Reynolds, marketingmagazine.co.uk, Friday, 20 January 2012 01:25PM

Nike is launching a high-tech wristband, called Nike+ FuelBand, which helps people track their movement in sports and everyday activities.

Nike+ FuelBand

Nike+ FuelBand

Nike launched the wristband at a high-profile event in New York yesterday, which was attended by multiple Tour de France winner Lance Armstrong and a number of Nike executives.

The wristband captures and displays four different metrics: time, calories, steps and NikeFuel – a proprietary technology that measures activity through the movement of the wrist.

Nike will begin selling the wristband in the UK on 1 May after its US launch on 22 February. It is priced in the US at $149 (equivalent to £96).

It is not clear what the UK price will be or what level of marketing support Nike will accord the wristband in the UK.

Nike has partnered with Apple to create a mobile app that will allow users of the wristband to compile data, which can then be shared with friends online.

At this point, the Nike+ FuelBand is only compatible with the Apple iPhone, but an Android app could soon be released.



This article was first published on marketingmagazine.co.uk

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