Nike ditches hardware wearables market, sacks most of FuelBand team

By Ishbel Macleod | PR and social media consultant

April 19, 2014 | 2 min read

Nike is set to close down its wearables hardwear plans, with most of the team responsible for the creation of the FuelBand fitness tracker let go.

According to CNet, who broke the news, 55 people have been fired, and it is not sure how many of the rest of the team have been recruited to join other divisions of Nike.

"As a fast-paced, global business we continually align resources with business priorities," Nike spokesman Brian Strong said in an email. "As our Digital Sport priorities evolve, we expect to make changes within the team, and there will be a small number of layoffs. We do not comment on individual employment matters."

However, he added: “"The Nike+ FuelBand SE remains an important part of our business. We will continue to improve the Nike+ FuelBand App, launch new Metaluxe colours, and we will sell and support the Nike+ FuelBand SE for the foreseeable future.”

It is believed that the move will mean the partnership between Nike and Apple – which has already led to Nike and iPod shoe sensors, and the creation of various Nike iOS apps, will grow.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

This move comes only a week after Nike launched Fuel Lab, which it is believed will allow companies to create physical, hardwear products that will use the FuelBand technology.


Industry insights

View all
Add your own content +