Report: Nike to Stop Making FuelBand Wearable Device

Nike FuelBand SE


Nike is reportedly halting its FuelBand line. The company will reportedly focus on software over wearable devices going forward. CNET broke the news that Nike has fired most of the team responsible for its FuelBand fitness tracker. About 55 out of 70 employees were let go according to CNET. News of the layoffs first leaked on a social network.

Nike has canceled a future planned release of a slim FuelBand, but will continue to sell the FuelBand SE. Nike will continue to make fitness tracking software for devices. There are many wearable devices out now in the form of fitness trackers. Many wearable watches are also in the works, including a rumored iWatch from Apple. Apple CEO Tim Cook is a member of Nike's board.

Nike has confirmed some layoffs and a re-alignment of resources, but they have not confirmed a decision to stop making wearable hardware. It could be just the FuelBand line that is being abandoned. Nike spokesman Brian Strong told The Verge, "As a fast-paced, global business we continually align resources with business priorities. As our Digital Sport priorities evolve, we expect to make changes within the team, and there will be a small number of layoffs."

Update 4-20-14: Re/code reports that Nike says it will continue to sell the FuelBand SE and launch new Metaluxe colors.

Photo: Nike

Posted on April 18, 2014

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