Nike recognized that Apple hardware was more sophisticated and the adoption rates of mobile phones were higher than fitness wearables, so 2014 was the end of the Fuelband 3. Nike developed Apple mobile applications that worked in conjunction with iPhones’ built-in accelerometers and sensors to determine user fitness metrics. In 2012, Nike created the Fuelband that users wore on their wrists and worked in parallel with Apple’s iPhone. Having Tim Cook, then Apple’s COO, on Nike’s board allowed an effortless partnership with Apple by leveraging its hardware as the chip’s receiver to track users’ distances and speed 2. In 2006, to expand their shoe ecosystem and become part of their customer’s journey, Nike entered the digital gadget realm by introducing a small sole-insertable chip.
But to get to Nike’s $50bn sales goal by 2020 1, it’s using digitization to enhance value by changing how they deliver customized experiences and products to customers. Nike has dominated the sports world by aiming to connect with every athlete* through innovation in product and marketing.
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