The end for Nike Fuel?

Opening my emails this morning, I was surprised to see that Nike are reducing their FuelBand efforts. When previously working with Nike the FuelBands seemed to be a major push from the brand. I guess for Nike they're great. Number one, they're the first company to launch anything like this and gain any real notice- sporting innovation at it's best. Number two, they make the consumer connect with Nike app- more opportunity for them to tempt you with other purchases and simply become more involved with the brand. And number three, you don't just have to wear the FuelBand to the gym. For my first few weeks of owning a FuelBand, I wore it every hour of every day. Think of how many people you encounter on a daily basis. That ever-so-popular little Nike tick jingling on your wrist- marketing genius! But what was I gaining from the band? 

Fair enough, I could track my energy usage each day, which did become a little obsessive! Strangely, the band made me feel good. It made me feel that if I wore it, it automatically meant that I was looking after my health, which I do. But do I really need a little black (or clear) bracelet to assure me of that? All in all, I really didn't know how to use the band effectively and as a result my FuelBand simply became nothing more than a watch- a watch that needed charging every week. 

I love Nike and I'd buy pretty much all of the store if I could. But I think that the main problem with the FuelBands is that people simply just don't have the time. I'm obsessed with fitness and fashion and even more so when they're combined. But even I didn't have the time to learn how to get the most out of my band. Maybe I should learn how to use it properly and come back to you then. Or perhaps I should have done that back in January when I first got my hands on a band. At the end of the day, I think that Nike have made the right decision. (Although it does upset me to think that realistically I'll never get my hands on the limited edition rose gold FuelBand that has been on my mind for a while. It's just so cute!!)

So what do you think? Has the Nike FuelBand, well, run out of fuel?