This move comes as the wearable gadget category is getting populated, with electronics manufacturers like Samsung and Apple having entered or looking to enter the category. The retailer also launched a software incubator called the Fuel Lab in the same week to help hardware makers integrate its fitness measurement system, Nike Fuel, into their devices. From now on, it seems that Nike will shift its focus to fitness software, like its Nike+ API, which can be integrated by other hardware makers into their devices.
The company explained its decision by saying that the lay off was part of a re-alignment of resources with business priorities, hinting that its priorities in its Digital Sport Businaess are undergoing a change.
Last month, Nike laid off people in its hardware division, which makes the fitness tracking wearable device FuelBand.
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