Which sports retailer's launch of the FuelBand wearable device in 2012 revolutionized their direct-to-consumer strategy and provided unprecedented customer fitness data insights?

The sports retail landscape has been transformed by innovative products that blur the line between apparel, technology, and customer experience. In 2012, one major sports brand launched a wearable fitness tracker that dramatically changed how sports retailers approached customer engagement and data analytics. Though ultimately discontinued, this product represented a pivotal shift in how sports brands could collect customer insights directly through their products.

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Nike
Under Armour
Adidas
Puma