Nike+ FuelBand

The FuelBand was a wearable that tracked your activity and let you compete against friends on Nike+. As lead writer I wrote the majority of the copy on the app and website, and collaborated with an amazing team of designers and coders to bring this monster to life.

Results: Gold, Silver and 2x Grand Prix at Cannes; Best of Show, 4x Gold and 2x Silver at One Show; 3x Yellow Pencil and 3x Graphite Pencil at D&AD 

Case STudy

Homepage

The experience was fully dynamic, so each day you’d get different messaging based on how active you were.

For each line of copy you see here I wrote hundreds more that were used.

NEXT MOVES

Smart tiles on the homepage offered suggestions on what to do next to get the most out of your Nike+ experience.

Achievements

You could collect badges to show off as you progressed through the experience and hit your goals.

SOCIAL

Once achievements were hit, you were encouraged to brag about it on social.

NOTIFICATIONS

We made it easy to track your activity and achievements with a notification section.

Mobile App

You could also track your activity on the mobile app, where we created a celebratory character named Fuelie.

If you hit your daily goal a few days in a row, Fuelie would show up and do a dance. What a silly little guy!