Nike Story: Classic Portfolio Decision Taken in Right Time

Nike Story: Classic Portfolio Decision Taken in Right Time


Nike is purportedly killing off their wearable hardware efforts, including the FuelBand.  why? because it is a right decision taken by their portfolio management team. The market of wearable and health gadgets which Nike formerly entered as a part of their growth strategy, is being threaten by new entrants mostly tech giants like Apple , Samsung , Google who not only have the potential to penetrate the market with a faster rate than Nike, but also has the road-map that aligns to their business models through innovation at the eco-system level. Going through a simple SWOT analysis indicates this fact very strongly. 

“Because the wearables market is about to get really, really crowded — primarily by devices that will do everything the FuelBand does, and more.”

And guess who’s on Nike’s board? Apple CEO Tim Cook. Throw in the fact that Apple’s Worldwide Developer Conference is right around the corner, and the pieces seem to fit together almost too well. If Apple was ever going to let Nike know that it might be time to get out of the dedicated-wearables game, it’d be right about now.