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Beyond geeky: Nike and Apple promise more integrated, stylish wearable tech

Beyond geeky: Nike and Apple promise more integrated, stylish wearable tech

Although both Apple and Nike kept it alive, the Nike+ fitness tech has only seen moderate success in conjunction with iPhones.

But according to Nike's chief executive Mark Parker, the company still has its eyes firmly fixed on smart health and fitness tech, along with a continued Apple partnership.

Stealth and style

Speaking to Bloomberg TV, Parker took the opportunity to reinforce Nike's partnership with Apple, despite having recently retired its own FuelBand fitness tracking bracelet and cut the 70-strong internal team that worked on the product.

"Technologically we can do things together that we couldn’t do independently,” he said of Nike's longrunning joint efforts with Apple.

"So yeah, that’s part of our plan. To expand the whole digital frontier in terms of wearables, and go from what we say is tens of millions of users [to] hundreds of millions."

Nike+ might have had its day, but there's more Nike fitness tech on the way.

Details on exactly what shape this wearable fitness tech will take remains to be revealed, though undoubtedly it'll tie in with both the Apple Watch and the first-party range of health and fitness apps built into iOS.

"You can go from the very geeky kind of wearables today [to] what I think you’ll see in the future," Parker concludes. "Things that are more stealth, more integrated, more stylish and more functional."

Yes. Spanner's his real name. And, yes, he's heard that joke before.

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