Nike’s Wearable Strategy Shifts Gear

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2Q 2014 | IN-1019194


Nike Halts Wearable Device Hardware Development


Nike’s decision to cut its wearable sports and fitness device program has been heralded by some as a sign of weak demand in the wearable sports and fitness device market. It is instead an understandable next step in Nike’s own particular wearable strategy given the company’s history in the market, its wider focus, its longstanding wearable partnerships, and the raft of competition its most notable product, the FuelBand, has met.

Nike+: Proprietary and Partnered


Nike launched its Nike+ wearable wireless sports and fitness devices with its partner Apple in 2006. The partnership brought a fresh approach to the wearable sports and fitness market. Nike+ built up a range of smartly designed, lower-priced devices that could appeal to a wider ...

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