There has never been a way to measure activity. Nike wanted to change that. They came to R/GA with an idea: a device that tracks your daily activity and a common, universal metric called Fuel for every active body out there, no matter who you are or what you do. They asked us to design the entire user experience and integrate it within Nike+ product family. Using FuelBand is effortless: set your goal, and get from red to green. If you meet your goal, animations celebrate your performance. Hit your goal consistently and Fuelie shows up to cheer you on. Data visualizations show where you were most active daily, weekly, monthly, and beyond. Nike+ levels the playing field, and fits into your life. Life is a sport, make it count.