Is the Future of Nike in the Software Industry?

For the last several years, Nike has been toting its Nike Fit line of wearable tech equipment. These devices allowed runners and other individuals wearing the equipment to track their performance, the amount of calories they burned and the “Nike Fuel” they earned, which would help them determine how much they could eat or mark other progress through different Nike applications. However, just recently, Nike announced it is abandoning its wearable tech lineup, as more and more smart phones and other devices are now able to do exactly what the Nike Fit bands could, which limited the sales numbers of the device. Due to this, many are wondering what exactly Nike plans on doing with its tech department and if it plans on focusing on the software industry. Perfect example of Technology PR creating massive buzz for an established brand. The first question that might come up is in regards to 3D printing. After all, 3D printing is starting to more and more of a shape in households throughout the country. While most individuals do not have a printer inside of their home that can handle 3D based tasks, the price is starting to regularly drop with the equipment, so it is only a matter of a few years before this becomes more of the norm throughout the country. However, there are a few issues with Nike getting into shoe printing features. First, 3D printers only really produce material in plastics. With so many different materials required for a shoe, such as rubber, cloth, plastics, metals, nylon and others, it really isn't possible for Nike to fit into this specific category. Until home 3D printers become less expensive and are able to use many different materials in the printing process, this is an unrealistic aspect, at least for the moment. Perhaps in another decade, when 3D printing has evolved into further. So, for now, this isn't a viable option. In reality, Nike is probably going to continue to provide software applications for smart phones for the current future. It is able to produce applications for smartphones that care possibly sync with the shoes the consumer is wearing. Nike has used this technology for a long time, although it is likely going to continue using it for right now. Most likely it is going to stay with this sort of technology for the immediate future in order to monitor how 3D printing continues to evolve. If the movement of 3D printing starts to slow though, expect Nike to pull out almost completely from the tech industry.

Written by

Robert Ford

Rob Ford is a Managing Partner and Executive Vice President at 5W where he leads the Corporate Communications division as well as the Crisis Communications practice and helps direct the core operations of the firm day-to-day. Rob leads a team serving clients across real estate, financial services, fintech, enterprise technology, AI, legal services, health care, and defense tech - bringing senior-level strategic thinking and hands-on campaign leadership to every engagement. At 5W, Rob shapes the firm's strategic direction across multiple dimensions: reimagining service offerings, driving AI-enablement, defining company culture and guiding principles, and sharpening the firm's digital communications and marketing. He is the architect of 5W's crisis preparedness framework and a trusted advisor to C-suite leaders on crisis readiness, response strategy, and executive media training. Rob is a crisis strategist and brand protection leader who helps high-growth and established companies navigate their most critical moments - from ransomware attacks and data breaches to government investigations, high-stakes litigation, and activist investor proxy fights. His expertise is built on a foundation that spans corporate communications, public affairs, and advocacy with experience shaping public opinion at both the local and national levels for Fortune 500 companies, trade associations, and nonprofits across industries including telecom, agriculture, biotech, retail, and defense. Rob has a Bachelor of Science degree in Business Administration from the University of Delaware.

View all articles by Robert Ford →

Keep Reading

View all posts →

industrial plant shareholders in teleconference meeting reviewing compliance records

Public Relations

The Future of Investor Communications in an AI Economy

January 27, 2026

business mergers and acquisitions concept with share and asset acquisition blocks

Public Relations

Master Communications for Change in M&A and Layoffs

January 14, 2026

bolivia inteligente peltf8pcjiy unsplash

Public Relations

The Impact of AI on Earned Media Value

December 14, 2025

Get in touch

Let's build your next chapter.

Tell us what you're working on. A senior strategist will respond within one business day.

Email: info@5wpr.com
Phone: 212.999.5585
Offices: New York · HQ469 7th Avenue, Floor 8
New York, NY 10018
Miami100 SE 2nd Street, Floor 38
Miami, FL 33131
Tampa110 South 12th Street
Tampa, FL 33602

Is the Future of Nike in the Software Industry?

Related Articles

The Future of Investor Communications in an AI Economy

Master Communications for Change in M&A and Layoffs

The Impact of AI on Earned Media Value

Let's build your next chapter.