Nike dismisses rumors of FuelBand shut down

Jeremiah Yap – Fourth Estate Cooperative Writer

San Francisco, CA, United States (4E) – According to several reports on Friday, Nike ordered layoffs to its FuelBand department. The reports signaled the end of Nike’s fitness wearable market. Or so many thought.

Re/code recently reported that Nike will still continue with its FuelBand business despite the confirmed layoffs on the FuelBand’s hardware team.

“The Nike+ FuelBand SE remains an important part of our business. We will continue to improve the Nike+ FuelBand App, launch new METALUXE colors, and we will sell and support the Nike+ FuelBand SE for the foreseeable future,” Nike said in an email to Re/code.

The Nike FuelBand is a wearable activity tracker that allows its users to keep tabs of their physical activity and calories burned, among others.

The FuelBand will still get new colorways Silver and Rose Gold as planned. However, Nike hasn’t announced any hardware upgrades to upcoming FuelBands which may indicate the company’s shift to focus on software.

Apple chief excuteive officer Tim Cook, a Nike board member, has been rumored to be working with the company to collaborate on the iWatch fitness tracking feature.

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