Nike is delving further into the technology sector. On Tuesday the company introduced its new version of FuelBand, a wristband computer. Wristband computers log a user’s physical activity, which allows analysis. There is competition in the wristband computer market, mainly from devices like Jawbone and Fitbit. Nike is trying to differentiate its product by adding bells and whistles. The new FuelBand will remind users to get up and walk around after periods of inactivity. The FuelBand also has methods of measuring activities such as biking or yoga – activities that were difficult to track beforehand. Nike is also trying to create a type of social network with the product. The more activity a user does, the more ‘fuel points’ they earn.
Nike will also gain an advantage from its worldwide brand recognition. Jawbone and Fitbit simply do not have the exposure that Nike has accumulated. In fact, Apple announced that its new iPhone will have sensors allowing people to keep track of ‘fuel points.’ This integration into Apple technology will give Nike even more exposure. But the mobile device exposure stops there: Nike said on Tuesday that it has no plans to make a Nike app for Android. It is interesting to note that the Apple chief executive officer, Tim Cook, is on the Nike board of directors.