Nike + Fuel

Nike just launched the Nike + Fuelband, a wristband that measures physical activity and converts it to a universal measurement called "Nike Fuel".
This allows athletes to track their sports performance and more importantly, because it's a measurement of physical activity not just tied to one sport, it allows Nike to ladder this across all sports categories and socialize it with challenges, activities, experiences and campaigns across a gamified platform.

It's like Nike + Running but fueled by steroids. Pun intended.

The product launch is wrapped around the #makeitcount campaign. This is going to be huge for Nike.

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