Last Friday CNET reported that Nike had fired a large part of their Digital Sports division, the team responsible for their FuelBand product. It was estimated that of the 70 person hardware team, 70-80% were let go. Based on the comments of Nike representatives it sounds as though the company isn’t abandoning the technology altogether but just pivoting away from hardware manufacturing. With more phones and wearable devices adding the necessary chips to track motion it looks like Nike will pivot to become more of an integrator into other hardware platforms.
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