Nike entered the fitness tracker market in 2006 with the Nike FuelBand, heavily marketing it towards athletes and the "Nike community". While Nike was an early entrant, FitBit has grown to dominate the market with 68% share versus Nike's 10%, appealing more towards everyday health. To gain market share back from FitBit, Nike should develop a new "Nike+ Health" sub-brand targeting everyday healthy living rather than just athletes, with a new marketing campaign, sponsorship strategies, and community features focused on non-sport activities.