Nike+ FuelBand launch
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In February, 2012, Nike unveiled a revolutionary new product called the Nike+ FuelBand, designed to track everyday physical activity and convert … Read More
In February, 2012, Nike unveiled a revolutionary new product called the Nike+ FuelBand, designed to track everyday physical activity and convert it into a new metric called NikeFuel. By wearing the product all day long, you get a simple overview of your level of physical activity, and the ability to challenge yourself to do more through goal setting and social media challenges. A hugely important moment for the Nike brand, the launch of the FuelBand was a collaboration between the Nike Brand Design, Nike Digital Sport and Nike Brand Innovation teams. My responsibilities on the project included creating the brand identity for NikeFuel currency and art directing the creation of various iconic product images that were used on packaging, in advertising and at retail. Read Less
Published:
Nike+ FuelBand launch
2012
In February, 2012, Nike unveiled a revolutionary new product called the Nike+ FuelBand, designed to track everyday physical activity and convert it into a new metric called NikeFuel. By wearing the product all day long, you get a simple overview of your level of physical activity, and the ability to challenge yourself to do more through goal setting and social media challenges.


Branding
 Product visuals
Art direction: Darrin Crescenzi
CGI: XYZ Graphics & Staudinger+Franke
Additional direction: Joshua Moore and Heather Amuny-Dey
 Application