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Sorry, Nike. You’re a Tech Company Now

Nike FuelBand
Nike FuelBandPhotograph by Neilson Barnard/Getty Images

At Nike’s press event on Tuesday, the company introduced a new version of the FuelBand, claimed that making more friends on its social network will probably make you live longer, called itself the Twitter of fitness, and had Foursquare co-founder Dennis Crowley get up and declare that Nike’s data-tracking ways were one of the original inspirations for his company.

And all the while representatives from Nike insisted, sometimes without prompting, that Nike is not a technology company. It seems like a strange thing to harp on when everyone from multinational banks to kids running lemonade stands wants to claim some sort of Silicon Valley pedigree. But, whatever. The company’s new wrist-based computers look pretty cool.