Nike+ FuelBand

Nike+ FuelBand is a device you wear that tracks your activity and converts your effort into NikeFuel, a universal metric that lets anyone compare and compete with each other — regardless of age, size or gender. With this new offering, nikeplus.com had to evolve from the world's largest online running community into a platform for runners and FuelBand owners alike.

I was the lead writer on the project under my Creative Director Keith Byrne, and collaborated with an amazing team of technologists, user experience designers, producers and visual designers to help bring this monster to life.