Sometimes it feels like everyone is wearing a fitness band on their wrist, whether it's the Fitbit Flex, Jawbone Up or Nike FuelBand.
But now there are reports that Nike might kill the FuelBand.
Why would Nike kill an apparently popular gadget?
The New Yorker's Nicholas Thompson suggests that Nike might be trying to pull out of dedicated fitness bands before they're replaced by other wearables - such as the much-hyped Apple smart watch.
"Think about the Flip video camera, which was a huge sensation, everyone thought they'd be huge. And then suddenly the iPhone can take videos that are just as good, and Flip went away."