Nike launched its new Nike+ Fuelband at a splashy event in New York City today.
The high-tech fitness wristband invites athletes at every level to track and download their daily activities -- then compare them with others via smart smart phones and computers. It also doubles as a wristwatch.
Available for pre-order starting today, the Fuelband officially launches nationwide Feb. 22. The price is a bit steep: $149. Then again Nike has made its living convincing consumers to pay $100-plus for running, basketball and fitness shoes.
Nike rolled some out of its athletic endorsement heavy hitters to tout the product, including Kevin Durant of the NBA's Oklahoma City Thunder and 7-time Tour de France winner Lance Armstrong.
Durant said he'll wear Nike's new fitness band while practicing -- and possibly during NBA games.
"I love it. I'm a competitive person. So being able to match my scores up with all my friends and fellow athletes from around the world, that's going to be fun," he said.
Durant's not worried about sharing how he trains with competitors and the general public. "I'm not a secretive guy. It really doesn't matter to me."
Off the court, he says he focuses on conditioning drills, riding his bike three times a week through Washington D.C. during the off-season. Next year he might take up boxing. Durant works out so hard, he almost "blacks out," he said.
The Nike + Fuelband got a positive reaction from tech writers online Thursday. But there's some holes in the gadget. The product is water-resistant -- but not recommended for swimmers.
Despite Armstrong's presence, it's also not great for cyclists. The cancer survivor said cyclists are better off wearing the gadget on their ankles, rather than their wrists, since their legs do most of the work on a ride.
"If you're riding, your arms obviously are not moving that much. I was hoping nobody would ask me that question," he said, drawing a laugh.
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