Nike FuelBand Shutdown
In April 2014, I began reporting on the potential shutdown of Nike's well-known and - up until that point - seemingly successful foray into wearable technology as one of the earliest mass market producers of a fitness band, called the FuelBand. I published this piece on the the company's high-level discussions to shutter further development of the product line in the future, noting Nike's numerous ties to Apple, then only rumored to be working on a wearable device, and the limited role of the FuelBand within Nike's broader business.
Shortly after my initial story, I began chasing down a follow-up piece about Nike taking action. The following week, I reported that Nike did in fact fire a vast majority of the hardware team, itself a significant chunk of the tech-focused Digital Sport division at the company, in a winding down of its wearable hardware efforts. Many of the division's star members have since found jobs at other firms, including Apple, to work on wearables and other hardware projects. Nike CEO Mark Parker later confirmed my report in a televised interview, and the company has since slowly and silently expanded support for the FuelBand app and its Nike+ platform to other devices while leaving its own wearable behind.