Nike recently discontinued Nike Fuel bands and fired a bunch of related staff. However, President and CEO Mark Parker said the company still plans to be a part of wearables going forward through partnerships to create more reach for the existing Fuel system. Does this mean that Nike is out of the fitness tracking wristband business? Is Nike going to concentrate on software and apps and let others figure out the hardware? Or, does it mean that fitness tracking wristbands were a fad? Nike may stand for excellence in sports and fitness, but Nike Fuel did not stand for excellence in fitness tracking technology. Its unique combination of hardware and software was an experiment in fitness tracking, but Fuel points were an arbitrary metric that helped you accomplish nothing. It may be a sign that fitness tracking wristbands a fad, but the Quantified Self movement – of which fitness tracking wristbands are only one small part – is going to be here for long while. So get ready: this is just the beginning.

About Shelly Palmer

Named one of LinkedIn’s Top 10 Voices in Technology, Shelly Palmer is CEO of The Palmer Group, a strategic advisory, technology solutions and business development practice focused at the nexus of media and marketing with a special emphasis on machine learning and data-driven decision-making. He is Fox 5 New York's on-air tech and digital media expert, writes a weekly column for AdAge, and is a regular commentator on CNBC and CNN. Follow @shellypalmer or visit or subscribe to our daily email

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"Shelly Palmer Radio Report – May 14, 2014" by @ShellyPalmer

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