Nike tries to make us all into athletes with FuelBand fitness monitor launch

Someone at Wieden+Kennedy Portland has been putting in a long shift in the film cuttings library (digital version no doubt) on this new campaign for Nike’s eagerly-awaited FuelBand, a device that helps you to measure how fit you’re getting.

The fitness monitor, priced at a pretty stiff $150, takes Nike into a new area and led to a sharp increase in the value of Nike stock when it was announced.

It’s all part of Nike’s ‘Make it count’ campaign and is being promoted heavily on Nike’s new Twitter account with the sports brand’s extensive stable of athletes tweeting away on #makeitcount. Nike+ FuelBand (its full moniker) is aimed at a mass market though. Speaking at the New York launch TV host Jimmy Fallon sagely observed: “If you have a body, you’re an athlete.”

That’s the spirit Jimmy.

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