Nike boss on FuelBand future: 'We're focusing more on software'

Nike CEO Mark Parker has revealed that FuelBand is not dead, but admitted that the apparel giant will focus more on software.

Speaking to , Parker said that the company's "digital sport" will be integrated into a wider selection of Nike products and through new partnerships.



"You're going to see digital being more and more integrated into other products that we have," Parker explained.

"Our goal is to actually increase the number of users, those who can actually experience Fuel and the Fuel system that we have, as well as other applications, so you're going to continue to see us commit to this area, to focus on expanding the reach."

He continued: "We are focusing more on the software side of the experience, I think we will be a part of wearables going forward, it will be integrated into other products that we create and then we'll look at expanding our partnerships to create more reach for the Nike Fuel system."

Nike hopes to increase its current 30 million FuelBand user count to around 100 million, Parker added.



When asked about Nike's ties with Apple, Parker refused to give specific details but acknowledged speculation.

"I will just say that the relationship between Nike and Apple will continue and I am personally, as we all are at Nike, excited of what's to come."

Last week Nike denied that it would cease to produce technology-focused fitness hardware but said there will be a "small number" of layoffs.

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