When we took our magazine writing class in college, the policy was, if we could sell a story to a real magazine, we’d get an automatic ‘A’ for the course.
We continue that tradition here at FUEL: Any spot or product built around the word “fuel” earns an automatic post on this blog. Yeah, we admit it: Sometimes we keep the bar pretty low in the mere hope that someone will kiss up to us.
When it comes to Nike’s new Nike+ FuelBand and app, though, we could have set the bar as high as a Kobe Bryant jumpshot, and Nike still would have scored top billing on this site.
The $149 FuelBand is essentially a tricked-out wristband with a built-in accelerometer (along with some nice, blingy LED lights) that tracks all your physical activity—everything from running to cycling to cleaning up the garbage on your back porch after the raccoon invasion. It can measure number of steps, calories burned, and so on. Plus, you can upload all your activity stats from the FuelBand to your smartphone or to Nike’s website. You can also set fitness goals, etc. (Read more about it here.)
Tech-wise, Nike may not be breaking new ground. But the packaging of said tech, the incorporation of apps, and the reinforcement of Nike as the brand of physical fitness—any type of physical fitness—makes this a shrewd, forward-thinking move.
Check out Wieden + Kennedy, Portland’s spots introducing the FuelBand: the more sensational spot (filled with classic pop culture clips) above and the more clinical commercial below.