Nike FuelBand

2012 - 2014

Nike pioneered the wearable fitness tracker with the FuelBand. Users could set fitness goals, monitor their progress, and compare themselves to others in the Nike+ online community. Millions of dollars and three years later, the FuelBand was discontinued. It failed due to hard competition from other brands and because Nike could not keep up with technological developments.

Analysts argue that while the FuelBand was a failed product it wasn't a failure for Nike - it generated a lot of positive publicity and led to Nike being called “the Most Innovative Company of 2013.” More importantly, it led to a successful partnership with Apple and their Watch wearable.

Additional info:

CNET - With FuelBand exit, Nike signals the limits of tech's appeal

Tech Times - Nike kills FuelBand, bids wearable technology market goodbye