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Nike has unveiled a wristband and related app that allow users to record their fitness activities and share the information with friends, part of a wider campaign aimed at building a community around sport ahead of the 2012 Olympic Games.
The Nike+ Fuelband, which tracks users running, dancing and swimming, lets users set personal targets and measure their movements. Feedback will be given via a free app on either Apple or Android devices. Users can then share their scores and goals with one another on several social networks, including Facebook, Foursquare and Path.
The wristband, which was co-developed with digital agency R/GA, will go on sale in the US and the UK in May ahead of a global rollout.
Earlier this month, Nike unveiled its Make it Count London 2012 campaign by urging consumers to reveal their personal pledges for the year on Twitter. The social media initiative was backed by a series of short videos, featuring athletes such as Rio Ferdinand and Mo Farah.
This story first appeared on Marketing Week