February 26, 2012 Kevin Durant Wears the NIKE+ FuelBand in Orlando View Gallery Building his Fuel Score as he knocked down shots and advanced to the 3-point contest finals, Kevin Durant wears the NIKE+ FuelBand, a wristband that tracks movement. During Saturday night's festivities in Orlando, two-time scoring champion Kevin Durant wore the new NIKE+ FuelBand during the 3-point contest as he advanced to the finals. The NIKE+ FuelBand allows athletes to capture information about how active they are. An innovative wristband that tracks movement throughout the day, the NIKE+ FuelBand is designed to motivate users to be more active by giving them information about their active life that they were previously unable to track. Durant joined NIKE, Inc. President & CEO Mark Parker to launch the product in New York last month. “Nike is always pushing the limits on innovation and that's why I'm proud to work closely with them," said Kevin Durant. “The NIKE+ FuelBand merges the physical and digital worlds, both of which I'm closely connected,” said Durant. The ergonomic NIKE+ FuelBand captures and displays four different metrics: time, calories, steps and NikeFuel – a new metric that will be the ultimate measure of your athletic activity. NikeFuel is a proprietary technology that measures your activity through the movement of your wrist. NikeFuel motivates athletes to do more with a NikeFuel score that makes movement fun, meaningful and comparable, letting you compete with athletes of all levels in most activities. The more you move, the more NikeFuel you earn, whether you’re playing basketball like Durant, throwing a Frisbee or going for a run. Nike worked with some of the world’s top experts in science and sports to engineer NikeFuel algorithms based on oxygen kinetics. Unlike calorie counts — which vary based on someone’s gender and body type — NikeFuel is a normalized score that awards all participants equal scoring for the same activity regardless of their physical makeup. A user can also choose to also receive a calorie count to understand how many calories are burned versus how much NikeFuel is earned. The NIKE+ FuelBand experience doesn’t end on your wrist. All of the data you capture on your wristband connects to a rich web and mobile experience. It syncs with the NIKE+ website, through a built-in USB, or wirelessly through Bluetooth to a free iPhone app to record activity each day and track progress. You can follow @NikeFuel on Twitter. Tags nike basketball kevin durant nike+ fuelband nikefuel Related Stories Nike Celebrates Coach K and His 1,000 Wins Nike Air: Next is Now Rebirth of the Legend: The Nike Air Force 1 High "Nai Ke"