Two years ago, Nike asked us to realize an idea: a common, universal metric called Fuel for every active body out there and a device that tracks all your daily activity. The Nike+ FuelBand tracks your activity, so anyone who's active can compare their activity with others - no matter who they are or what they do. Until the launch of FuelBand and Fuel, there had never been a way to measure activity or performance. Calories aren't accurate since people burn them at different rates depending on their body type and metabolism. They asked us to design and build the entire user experience.

Launch the campaign
Published
August 2012
Topics

The Story

Two years ago, Nike asked us to realize an idea: a common, universal metric called Fuel for every active body out there and a device that tracks all your daily activity. The Nike+ FuelBand tracks your activity, so anyone who's active can compare their activity with others - no matter who they are or what they do. Until the launch of FuelBand and Fuel, there had never been a way to measure activity or performance. Calories aren't accurate since people burn them at different rates depending on their body type and metabolism. They asked us to design and build the entire user experience.

The Nike+ FuelBand is the gateway to the Fuel experience: on your wrist, iPhone and PC. To create a truly intuitive and seamless user experience, we ensured ease of use: set your goal and track your progress as the LED lights go from red to green. We created Bluetooth sync technology so that when you finish your day, the Fuel you’ve earned is wirelessly uploaded to the platform. Data visualizations break down where you were most active daily, weekly, monthly and beyond. Integrating social and a dynamic leaderboard provides even more motivation. Everything is driven by technology.

The Technology

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    Mobile

    Mobile

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    Social

    Social Media

The Results

When the FuelBand became available online for pre-order, the demand was so high it sold out within minutes. Once the FuelBand was available at Niketown, customers lined up around the block before doors opened. Global demand continues to increase, with more people registering to be notified when the Fuelband becomes available in their market. Until the Nike+ FuelBand and the Fuel metric were created, there wasn’t a way to compare your activity with anyone else. Now understanding your activity and being able to improve on your performance is a reality. Everything you do now counts.

Launch Date Jan. 19, 2012