Nike Will Stop Making Wearable Hardware

Hardware is … hard, even Nike is dropping out of the game competing in wearables.

As a fast-paced, global business we continually align resources with business priorities,” Nike spokesman Brian Strong said in an email. “As our Digital Sport priorities evolve, we expect to make changes within the team, and there will be a small number of layoffs. We do not comment on individual employment matters. via Link

This is a surprise, I personally think Nike is doing quite well with its fitness tracker especially with its popularity of the Nike+ App among runners. The competition for NikeFuel points are also driving some of my friends to get the Fuelbands.

The good news is Nike will be keeping the app alive.

The shoemaker isn’t throwing in the towel on technology. Rather, it’s turning away from hardware and realigning its focus exclusively on fitness and athletic software, a strategic shift that would still benefit the company in the long run, analysts said.

This kind of news also make me wonder, if a global business like Nike drops out of the wearable game, how is companies like Fitbit and Jawbone going to compete especially with Apple and Google coming into the game. It would be interesting to see how things are going to move in the fitness tracking space. But one thing is for sure, we are likely to be looking at a pretty Nike+ app for iOS 8.