While Nike might have beat competitors like the MotoACTV and Jawbone Up to the active bracelet market over two years ago, its original endeavor, the Nike+ SportBand, was getting long in the tooth.
That changes today with the introduction of the far sleeker Nike+ FuelBand. It’s much in the vein of the original, except boasts a more attractive 20 LED dot-matrix display and can measure activity in a new unit the company calls NikeFuel.
That latter bit is a normalized score that unlike calories “awards equal points for the same activity regardless of physical makeup.”
We’ll have to see about that, but we’re definitively smitten with its design and that row of colorful LEDs that progressively fills as one gets closer to reaching their intended goal.
The $149 pre-orders go live on the company’s online store at 5PM ET, but those interested ought to peep the PR and video after the break.