In February of 2012, Nike released the Nike+ FuelBand– a sleek, discreet wristband that tracks your everyday activities and awards you “NikeFuel points”, a proprietary metric designed to consolidate different types of activities into a universal standard. With competitors such as FitBit already gone through several iterations of high-tech wearable pedometers, Nike needed to develop a device that worked well, and looked good.
The original FuelBand received mixed reviews, with many users complaining about reliability over time. Despite the hardware issues, Nike’s FuelBand was a solid entry into the “Quantified Self” movement that seems to be increasing in popularity.
Fast forward a year and a half, and the second generation Nike+ FuelBand SE device is nearly available for public consumption. But, with only small improvements in tracking and an update to the Bluetooth 4.0 standard, Nike has missed a valuable opportunity to differentiate themselves in the expanding field of wearable electronics, and instead spent over a year creating a minor iteration of its existing device.