This video makes it pretty clear. According to Nike, (almost) everything you do is a sport. The company’s FuelBand takes the concept of Nike+, which helped runners measure progress, and applies it across all activities.
Previously, you could only compare your running regimen to other runners, now with this new bracelet, basketball players can compare their workouts to football players, Amadeus to Big Lebowski, Ghost Dog to Bruce Lee, Mr. Spock to David Brent, hockey players to soccer players, bowlers to… uh, competitive eaters?
Anyway, you get the point.
A spokesperson for R/GA, the agency that helped create and launch Nike+, confirmed the company was a key partner on the new product, but wouldn’t get into specifics.