Rumors have been spreading of Nike’s FuelBand Hardware Project being cancelled. Reportedly, a “Small number of layoffs” have been made in order to continue with business priorities. Moving their prior efforts with the Digital Sports team, which handled the Nike+ FuelBand, SportWatch GPS and other devices, it seems that Nike will be focusing more on the future technology of their products. As Nike continues to go forward, it seems that their custom hardware efforts have shifted towards fitness software.
This statement was made by a Nike Spokesperson in response to the rumors:
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.
Nike is committed to Nike+, to NikeFuel and to driving innovations that bring richer experiences for all athletes. We will continue to leverage partnerships to expand our ecosystem of digital products and services, using NikeFuel as the universal currency for measuring, motivating and improving.
This can be seen through the Nike+ Fuel Lab which allows us to work with partners in the Bay Area to bring 100 million new members to Nike+ and the NikeFuel platform and deliver even more value to this fast-growing membership.
Partnering with industry-leading tech companies is nothing new for Nike. We have been working with Apple to develop products since 2006, when we introduced Nike+ Running, and Nike has since created iOS Apps including Nike+ Training Club, Nike+ FuelBand and Nike+ Move.
Building on these successful products and services, Nike and Apple continue to partner on emerging technologies to create better solutions for all athletes.