How Jimmy Fallon Uses the Nike FuelBand (It’s Naughty, of Course)
The fitness and gaming industries are getting more and more serious about gathering data about their customers. But that doesn’t mean comedian Jimmy Fallon isn’t going to poke fun at them.
Moderating a SXSW panel today called “Digital Sport: Know More, Do More,” Fallon asked a group of execs, as well as gold medal-winning Olympic athlete Allyson Felix, why data gathering is becoming increasingly important in sports and gaming.
After introducing himself as a lover of technology, as evidenced by his impressive Twitter following, Fallon shook his wrist up and down emphatically to try to boost his Nike Fuel, the new currency by which Nike measures activity for FuelBand.
“That’s why 12-year-old boys have higher Fuel levels,” Fallon quipped, to a series of laughs and groans from the audience.
“Really, Nike+ is pretty cool,” Fallon added. “There’s this one loop I used to walk around my house that I thought was two miles — and it turns out it’s only one mile.”
Nike’s vice president of digital sport, Stefan Olander, said Nike’s foray into digital data tracking through its gear has taken a practice previously known only to elite athletes and made it available to everyone. Nike used to be a product company, he said, but with Nike+ and the FuelBand, it’s becoming more of a service company. By offering data tracking, “you’re offering a service, too,” Olander said.
“Two million EA games have been played in the last month alone,” said Andrew Wilson, executive vice president and head of sports for Electronic Arts. By gathering data on that activity, “it’s like crowdsourcing for how to make a better game.”
“It used to be that we’d make a game and present it,” Wilson added. “Now we just present the components of the game and continue to build it out based on the conversation from the online community.”
In recent years, the market for wearable fitness tech for casual athletes has grown rapidly. See our earlier coverage of devices like the Fitbit, Jawbone UP and Nike FuelBand to get a sense of how some of these devices work. According to a report last year from ABI Research, wearable wireless sensors for fitness and well-being are expected to surpass 80 million devices by 2016, eclipsing the wireless sensor markers for professional and home health-care monitoring.
Fallon asked Nike’s Olander what his power workout song was. “Eye of the Tiger,” someone in the audience correctly guessed.
At the end of the panel, an attendee challenged Fallon to a race down the aisles of the room, which Fallon gamely agreed to. Sadly, the results were masked by the crowds in the aisles and at the back of the hall.
- The Homeless Defend Becoming Hotspots
- Pinterest CEO Ben Silbermann’s Lesson for Start-Ups: Go Your Own Way
- The Best and Weirdest Requests and Errands at SXSW From Zaarly, TaskRabbit and Others
- Al Gore and Sean Parker Blame TV and Money for Ruining Politics, and Say Social Media Ought to Fix It
- Letters From SXSW: How to Be “Disruptive”
- SXSW News: Jerry Levin’s StartUp Health Academy for Entrepreneurs Announces First Class
- The Best (And Worst) Marketing Gimmick in Austin
- Forget Cleantech — It’s Cleanweb at SXSW
- Houston Comes to Austin as Kara Swisher Talks Lessons Learned with Dropbox CEO
- After Nearly Doubling Its Userbase in Three Months, Instagram Will Finally Come to Android
- The Power of Power at South By Southwest
- How Jimmy Fallon Uses the Nike FuelBand (It’s Naughty, Of Course)
- Gawker Will Deputize Commenters, Says Sheriff Nick Denton
- Microsoft’s Danah Boyd: Social Media Makes the World More Fearful
- Etsy CEO on Building a Lean Start-Up: Deploy, Deploy, Deploy
- South By Southwest Parties On, Despite the Rain
- At SXSW, Joi Ito Invites Tech Entrepreneurs Into the MIT Media Lab
- Texas Gov. Rick Perry Drops In on South By Southwest
- Can Playing More Games Make Your Life “SuperBetter”? Jane McGonigal Thinks So.
- Google’s Vic Gundotra on Why Plus Isn’t a Minus
- Rain Douses Austin as Crowds Flood Into SXSW
- Checking In and Checking Out South by Southwest
- SXSW Serendipity Gets Yet Another Helper: Kismet
- The Essential SXSW Tech Tool Kit
- Geek in the Heart of Texas: AllThingsD at SXSW 2012