Piers Fawkes: Nike Thinks I’m The Athlete I’m Not
The tracking accuracy on new Nike Fuel band is suspect and the brand's view of health is naive.
I was lucky enough to be presented with a free Nike Fuel earlier this week. The sporting apparel company had set up a huge exhibition in a warehouse on a pier in Manhattan that edged into the East River. A row of Nike employees helped me and, I guess, other ‘influencers’ set up their Fuel wristbands and set ourselves personal goals.
I got a medium band. It fit snuggly around my right wrist. It’s a kind of pedometer that uses an accelerometer to calculate steps taken, calories burned and ‘Nike Fuel’ points. It has a one button interface that allows the user to scroll through a glowing display. It also has a USB that allows the band to both charge and upload data to somewhere in the cloud.