Nike Unveils Nike+ FuelBand SE and Nike+ FuelBand App Designed to Inspire and Motivate Athletes at Every Level

  Nike Unveils Nike+ FuelBand SE and Nike+ FuelBand App Designed to Inspire
  and Motivate Athletes at Every Level

Also Announces Creation of Nike+ Fuel Lab: San Francisco-Based Program
Inviting Innovative Companies To Expand the Nike+ Ecosystem using NikeFuel

Business Wire

NEW YORK -- October 15, 2013

NIKE, Inc. (NYSE:NKE) today unveiled multiple innovations to its Nike+
ecosystem at an event in New York City. Nike introduced the Nike+ FuelBand SE,
the newest version of the iconic Nike+ FuelBand, which seamlessly connects
users with a new Nike+ FuelBand experience.

Nike Unveiled its Nike+ FuelBand SE today and also announced the creation of
Nike+ Fuel Lab, an evol ...

Nike Unveiled its Nike+ FuelBand SE today and also announced the creation of
Nike+ Fuel Lab, an evolution of its popular Nike+ Accelerator program and the
first held in San Francisco. (Photo: Business Wire)

Nike also announced the creation of Nike+ Fuel Lab, an evolution of its
popular Nike+ Accelerator program and the first held in San Francisco. These
innovations, along with updates to the Nike+ Running App and the recently
announced Nike+ Move App, enhance the reach of NikeFuel and deliver new
products and experiences designed to motivate athletes at all levels to move

“We continue to innovate around the Nike+ ecosystem to deliver the very best
experiences for our consumers, motivating and inspiring athletes at all
levels,” said Stefan Olander, Nike’s VP of Digital Sport. “The Nike+ Fuel Lab,
along with new Nike+ FuelBand SE and Nike+ Apps significantly enhance our
NikeFuel platform.”

Originally launched in early 2012, the iconic Nike+ FuelBand tracks all day
movement using NikeFuel.The new Nike+ FuelBand SE builds on the iconic design
and experience and delivers even more information and motivation to keep users
moving. The Nike+ FuelBand SE comes in classic black with the addition of
color options on key parts of the band. Itwill now be available in France,
Germany and Japan, in addition to the U.S., UK, and Canada.

NikeFuel remains at the heart of the experience, and is a single, universal
way to measure all kinds of activities—from a morning workout to a big night
out. Nike analyzedover a year’s worth of NikeFuel data to fine-tune the
NikeFuel algorithm to deliver an even more accurate measurement of your
all-day movement. Uniquely designed to measure whole-body movement no matter
age, weight or gender, NikeFuel tracks a user’s active life.

Nike+ FuelBand App and the Nike+ FuelBand SE

A richer experience is driven by key firmware and hardware upgrades that
unlock new capabilities and help users set and achieve their goals.

Bluetooth 4.0technology connects the Nike+ FuelBand SE automatically and
seamlessly with the Nike+ FuelBand App. Improved water resistance and the
iconic, easy-to-wear design allow the Nike+ FuelBand SE to go almost
everywhere. A redesigned circuit board provides greater flexibility and an
internally-enhanced, simple one-button design drives the super bright LED.


“3.2.1. GO! Sessions” are a way to track specific activities throughout the
day. Going out for a run? That’s a session. Hitting the gym? That’s a session.
This new feature lets users start and mark sessions right on the Nike+
FuelBand or from the app, allowing a user to track exactly how much NikeFuel
they earned in that specific session of activity.

Win the Hour

“Win the Hour” is your motivation partner. It usesthe Nike+ FuelBand SE to
track how much movement is accumulated at each hour throughout the day and
encourages people to move more often by prompting users to move if they’re
missing their goal. It also recognizes when goals are hit and lets users know
they’ve ‘won the hour.’ Move reminders are set in-app and on-band and motivate
the user to move more and move often throughout the day.

Fuel Rate

“Fuel Rate” is a new feature that tracks the rate at which NikeFuel is being
earned. The Fuel Rate is measured as NikeFuel earned per minute and is a great
way to see the intensity of your movement to get the right information needed
to move better toward your goals. The Fuel Rate is viewed as a numerical
readout in real time on the Nike+ FuelBand App and uses colors from red to
green to simply indicate how you're doing. Knowing how intensely you move is
also valuable information to help optimize activities throughout the day.


People like to work out and share accomplishments and competition with
friends. To help this process, Groups functionality and improved social
sharing tools have been added to Nike+ FuelBand SE and new App. With Groups,
Nike+ FuelBand SE users can join their friends in a Group and share their
latest achievements, cheer each other on and even work together towards one
common group goal.

Double Tap for Time

Never search for the time again. This simple feature allows you to access the
time instantly at two touches of a button.


For more fun, new Milestones have been added - like one million or two million
NikeFuel banners - and a host of new milestone achievements to win. Now users
earn Achievements not just for their NikeFuel total, but also for Sessions,
Fuel Rate, streaks, and hours won. Achievements are tracked in the new Games
section and also unlock new Achievements at each Milestone reached.

Nike+ Ecosystem

Nike+ Fuel Lab

Building off the success of last year’s Nike+ Accelerator program, Nike today
announced Nike+ Fuel Lab. Based in San Francisco, the 2014 Nike+ Fuel Lab is
designed for tech companies with an existing product offeringand a desire to
help people live more active lives by connecting with NikeFuel.Ten partner
companies will be selected and given tools, resources and support to bring an
integrated product to market by the end of the 12-week program. For more
information visit

Nike+ Running

Starting today, runners logging miles with the Nike+ Running App for iPhone
will find a more fun and personalized experience with the debut of two new
features: Photo Sharing and Auto-Pause.

The latest update to the popular running app allows users to share photos from
before, during and after their run instantly with their friends through
Facebook, Twitter, Instagram and Path.Auto-Pause uses the app’s GPS
technology to detect when the runner has stopped and automatically pauses the
workout. When the app pauses, the camera icon pops up to enable picture
taking, creating a seamless experience between the two new features. When the
runner starts up again, Auto-Pause can tell and resumes tracking stats.

Nike+ Move App

Launched by Apple at their recent event, the Nike+ Move App is an introductory
NikeFuel experience for iPhone 5S users. Nike+ Move measures when, where and
how you moved and uses NikeFuel to motivate you. Nike+ Move then lets you
compare your movement with that of your friends or other Nike+ Move


The Nike+ FuelBand SE will be available beginning November 6, 2013, in the
current Nike+ FuelBand countries of US, Canada, and the UK and will also be
available in France, Germany and Japan for the first time.

The Nike+ FuelBand SE will launch in Black and the Sport Pack colors of Volt,
Pink Foil or Total Crimson priced at $149 (US).

A limited time pre-order for Nike+ FuelBand SE begins today, October 15, 2013,
in the US, UK, France and Germany at (TBC).

Additionally, the updated Nike+ FuelBand App and the Nike+ Move App will be
available for free download on November 6, 2013, free from the App Store at

For more information on the Nike+ FuelBand SE, Nike+ FuelBand App and NikeFuel
please Or follow NikeFuel on Twitter.

About NIKE, Inc.

NIKE, Inc., based near Beaverton, Oregon, is the world's leading designer,
marketer and distributor of authentic athletic footwear, apparel, equipment
and accessories for a wide variety of sports and fitness activities.
Wholly-owned NIKE, Inc. subsidiaries include Converse Inc., which designs,
markets and distributes athletic lifestyle footwear, apparel and accessories
and Hurley International LLC, which designs, markets and distributes surf and
youth lifestyle footwear, apparel and accessories.

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