Nike was said to be shutting down its FuelBand department on the heels of layoffs on Friday, signalling a significant exit of the wearable fitness device market by one of the more prominent companies involved in the space. That’s not quite true, however, according to information provided to Re/code by the company.
There were indeed some layoffs, Nike confirmed, but it also said it’s still committed to the Nike+ FuelBand SE, plans new color options for the gadget and should support it and continue to sell it for the foreseeable future.
There has been some speculation that Nike plans to shift focus to software in the future, and possibly support the hardware efforts of others, including Apple. Apple is rumored to be working on an iWatch with health-tracking features, and its CEO Tim Cook sits on Nike’s board of directors.””
Nike has 3 options:
1. Shutdown it and look for NPI options
2. Partner with tech leaders of the market (Apple, Google) and continue produce hardware while the software and eco-system is developed by partners
3. Completely disrupt this emerging field, as fitness and health used to be his Nike’s stronghold. However it won’t be easy for Nike to separately build the eco-system tha can talk to internet of things! If Nike can do this, it can re-create history like before.
It will be interesting to watch, where Nike is moving.