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Nike FuelBand

Nike denies reports that it plans to cease Fuelband production despite redundancies

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By Stephen Lepitak, -

April 21, 2014 | 2 min read

Nike has moved to deny reports that it is set to scrap production of its Nike Fuelband productfollowing claims that surfaced last week.

The company has claimed that, while it has made redundancies within its digital sports division, the production of its Fuelband would continue.

A report by Re/code claims that Nike emailed it to deny the initial story that stemmed from CNET, with a statement that read: “The Nike+ FuelBand SE remains an important part of our business. We will continue to improve the Nike+ FuelBand App, launch new METALUXE colors, and we will sell and support the Nike+ FuelBand SE for the foreseeable future.”

According to CNET, Nike had planned to ramp down its production on the device in order to concentrate on software development, a claim hat Re/code claims ‘sources’ have debated in recent months due to the cost of Fuelband production.

The story emanated originally from a posting on anonymous app secret about the redundancies being made within Nike’s hardware division.

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