Nike+ FuelBand Launch – LA Style

Over the last month, Nike has rolled out a bevy of new and innovative technologies that will change the game and raise the bar for athletic apparel, footwear and accessories yet again. Some of the top-notch initiatives unveiled included the Nike Flyknit sneaker, the Hyper Elite basketball uniform, Nike+ Basketball and Nike+ Training updates, the next evolution of Lunarlon footwear, AND the Nike Pro TurboSpeed suit.

Hands down, one of the most intriguing of all the new releases for 2012 was the Nike+ FuelBand. Joining the incredibly popular line of Nike+ technical helpers, the FuelBand has one simple goal in mind…to give a range of athletes — novice or hardcore — the ability to track their overall output of energy in 24 hour clips. The data collected syncs wirelessly with your iPhone or computer, and can then be shared with the Nike+ community at large.

The ergonomic NIKE+ FuelBand captures and displays four different metrics: time, calories, steps and NikeFuel – a new metric that will be the ultimate measure of your athletic activity. NikeFuel is a proprietary technology that measures your activity through the movement of your wrist. NikeFuel motivates athletes to do more with a NikeFuel score that makes movement fun, meaningful and comparable, letting you compete with athletes of all levels in most activities. The more you move, the more NikeFuel you earn, whether you’re playing basketball, throwing a Frisbee or going for a run.

Nike worked with some of the world’s top experts in science and sports to engineer NikeFuel algorithms based on oxygen kinetics. Unlike calorie counts — which vary based on someone’s gender and body type — NikeFuel is a normalized score that awards all participants equal scoring for the same activity regardless of their physical makeup. A user can also choose to also receive a calorie count to understand how many calories are burned versus how much NikeFuel is earned.

To kick off the official launch of the Nike+ FuelBand on the West Coast, 50 influencers (a mix of media and tastemakers) were invited to the The Montalbán theater in Los Angeles to “test” out the new technology. Earlier in the week Nike sent over a gym bag of namesake gear with cryptic instructions to meet at the theater fully laced and ready to go.

Upon arrival we were treated to a thorough presentation, given by Jenny Campbell, a Nike Running Digital Sport Global Experience Lead, outlining the key components and functionality of the new band. After that, pro snowboarder, Louie Vito, gave us some personal insight as to how he uses the FuelBand to motivate his daily workouts on and off the mountain. The next surprise (and perhaps the most original) they announced that we were getting on buses and heading to Paramount Studios to demo the FuelBand, in true Hollywood fashion, with professional stuntmen, choreographers and trainers.

Jenny Campbell

Jeff Garcia & Louie Vito

When we arrived at the Paramount backlot, we had no idea what we were in for. Nike went to the absolute extreme to create an environment fit for film. We separated into teams and were literally let loose on set. We got the chance to jump off scaffolding into a giant airbag, learn a dance from a choreographer (that just happened to work closely with Michael Jackson on Thriller – > NBD), recreate a fight scene AND slide on the hood of a cop car. 

Needless to say, everyone was in the zone, tracking how much “fuel” they were earning in hopes of achieving the “goal” that had been set on their FuelBands. It was pretty incredible, and by far the most unique media event we have ever attended. Since then, we have been obsessing over our FuelBand and looking for reasons to get active. Yesterday we even beat our preset goal by 100%, proving that a little motivation can go a long way when you are your only competition #MAKEITCOUNT – Jeanine Pesce




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