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Fuelband's failure only the beginning

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

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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. 

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