Nike may have killed its FuelBand fitness tracker, but that doesn't mean the company is out of the wearable tech game. Company CEO Mark Parker says Nike is working with Apple on new wearable technology that will be less obtrusive but will still work with devices that are already available.
Apple, Nike teaming up on new wearable tech
Mr. Parker didn't offer up many details about the collaboration, but did say the two companies are working on technology that will be more "stealth," according to The Guardian.
"I think the form [wearable technology] takes is critical," Mr. Parker said. "You can go from the very geeky kind of wearables today – we've all seen some of those – to what I think you'll see in the future, things that are more stealth, more integrated, more stylish and more functional."
Nike and Apple already have a history. The two have worked together to bring fitness tracking to the iPhone and iPod through the Nike+ platform, and Apple CEO Tim Cook sits on Nike's board of directors.
Nike shifted its focus in the wearable tech market several months ago from hardware to software when it laid off most of its FuelBand team. The company said it will still support FuelBand, but most of its efforts will go into developing software for itself and other companies.
Apple recently announced its Apple Watch product line, due to ship some time in early 2015. The wrist top devices will track fitness activities, offer suggestions for improving health tailored to individual users, show email and text messages, display turn-by-turn navigation, and more.
Apple's entry into the wearables market may have been part of the motivation behind axing the FuelBand hardware team, and it likely played a role in the company's decision to partner with Apple for software development as well as this new hardware collaboration.
Mr. Parker didn't say when we'll see the efforts of this wearable tech team up. Considering how serious Apple is about gaining a strong foothold in the market, it's a safe bet it won't be long.