Nike Sharing Its New FuelBand Data With Marketers

Fitness tracker toes the line between 'awesome' and 'creepy'

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Nike hopes to become a vanguard of intimate, sensor-based advertising with the help of its activity-monitoring device, the Nike+ FuelBand.

Along with other gadgets in its Nike+ network—including iOS and Android apps, a specialized iPod and a sports watch—the FuelBand tracks users' fitness activity like running and walking. The Wall Street Journal reported that Nike unveiled a series of partnerships with startups that tap into FuelBand data, offering opportunities for finely targeted marketing.

Through an initiative called Nike+ Accelerator, Nike handed 10 fledgling app developers $20,000 and sent them to a three-month boot camp in Portland, Ore.,

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