Nike has denied it is ending work on its range of wearable FuelBand products amid rumours it is to work jointly with Apple on wearable tech developments instead as the wearables market continues to heat up.
However, Nike told V3 it is committed to its FuelBand smartwatch and merely acknowledged it has worked with Apple for some time on device and software tie-ups.
"The Nike+ FuelBand SE remains an important part of our business. We will continue to improve the Nike+ FuelBand App, launch new colours, and we will sell and support the Nike+ FuelBand SE for the foreseeable future," it said in a statement.
"Partnering with industry-leading tech companies is nothing new for Nike. We have been working with Apple to develop products since 2006, when we introduced Nike+ Running."
However, in a move that somewhat undermines the claims FuelBand is an important part of Nike's future, the firm also confirmed it is making layoffs in its Digital Sports division which develops the products.
"As our Digital Sport priorities evolve, we expect to make changes within the team and there will be a small number of layoffs," it added. "We do not comment on individual employment matters."
Wearables are becoming increasingly important for all companies in the market, with Google pitching its Glass product as a major innovation for numerous areas, while LG is showing off its entry to the smartwatch G Watch device.
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