Nike Fuelband

The beautiful bastard lovechild of a Livestrong bracelet and Tron, the Nike Fuelband was a project long in the pipelines of both R/GA and Nike. Born from a funky place somewhere between Sportsville and Nerdopolis, the futuristically fancy bracelet finally made its debut in the winter of 2012 and gave birth to an entirely new product category.

Beyond discovering the look, feel and tone of the gazillion ways you can interact with the Fuelband in the real world and via mobile app/online, our team established the foundational rules by which the Fuelband operates, constructed the motivations by which it keeps users engaged, and laid an extensive groundwork for countless exciting games and friend-vs-friend competitions to come in the future.