! ! # 5! !NIKE FUEL BAND! !CONCEPT :! ! The Nike fuel band combined a communications operation with the !launch of an entirely new category of products.! !Nike broadened their product breadth, equally broadening their value !proposition.!! !RESULTS :! !For Nike, the fuelband was a major solution to their formerly declining !revenue.!! !VIDEO: http://youtu.be/W8xMurdO4Tk! 21! LaMercatique!