They wanted to connect with the audience and make sure that they were constantly motivated. They launched the band along with the Nike+ training application so that both the shoes and the app were compatable.
Connect with the Audience
It demonstrated how a user of the Nike+ fuel band and application allows them to interact and compete with other Nike+ users.
It shows people wearing the band that look fit and also shows the interaction between Nike+ users.
A New Category of Fitness
When the Nike Fuelband launched it created a brand new category of fitness where for the first time users could compete and interact with each other while getting fit. The Fuelband was so successful that other companies started to create similar products in an attempt to capture a portion of the market the Fuelband created.