Twitter Facebook Vimeo

Fuelband's failure only the beginning

2 min, 40 sec read
12:30 PM | 24 April 2014

   •       •   
Become an FR Writer

Jeremy Garner, former Executive Creative Director of Weapon7 discusses the demise of the NikeFuel band and the real genius behind it.

The news this Easter weekend that Nike is ditching FuelBand was met with varying responses from media commentators. 

These ranged from theories about an Apple-Nike partnership for the rumoured Apple iWatch or future smart band (Apple’s CEO Tim Cook has sat on Nike’s board for nearly a decade), to views on a narcissistic consumerist society that has burned through the FuelBand as if it was a pointless, vanity-led fad. 

"The idea lives on. Even if the hardware doesn’t."

Some have even been at pains to point out that wearable tech should never have been a part of Nike’s business anyway, arguing that the software stacks, user interface design and data management which are associated with wearable tech are a ‘world away’ from the manufacture, supply chain and marketing process of sportswear. 

More stories

  1. Publishing your first book with an unsolicited manuscript

    Want to publish your book but you don't have a solicited manuscript? We have listed the publishing houses that accept unsolicited manuscripts, organised by genre.

  2. How to be seen

    Graphic designer, Christine Johnson, shows us a different perspective to self-promotion with a pair of eye-catching wooden sunglasses she designed.

  3. Students response to gender inequality in Europe

    AdVenture is a competition in response to a brief for the European Women's Lobby and gender equality. Team Tortoise from Leeds College of Arts (UK) won the competition in 2017 with their campaign, 'What are you laughing at?'.

  4. Everything you need to know about studying creative digital arts

    Creative digital arts student, Rachael Rampat, delves into what to expect from studying the course.

  5. 5 red flags you’re burning out at work

    Work is a huge part of our lives, but you can’t let it take over. Look out for these five red flags and how to avoid and fix them.

  6. Creative developer’s cubic portfolio

    Alex Motzenbecker, a Creative Developer from New York neatly promotes his collection of work and skills.

×