The Nike Fuel Band turns everyday exercise into a game. It tracks the energy expended by the wearer, urging him or her on to perform
harder until they have reached their own target in the form of “fuel” units clocked up. Users can compare their performance with
that of their friends and check on their progress on a variety of devices.

Riccardo Giraldi: “Many words can be spent on this project. Because it’s there to say that it’s about time we
started producing values for people beyond advertising.”