Nike is a proven brand leader, and, in recent years, has demonstrated market leading innovative thinking around its product initiatives. Over the past 14 years, NIKEiD, the brand's revolutionary footwear customization service, has evolved into a fully-integrated component of a digital retail experience that is poised to generate USD $2 billion in annual online sales by 2017. Again proving its ability to respond to a rapidly changing market, in 2014, the company stopped producing its well-established Nike+FuelBand hardware-a device that helped pioneer the wearable technology market-and opened its NikeFuel platform to outside development. Through initiatives such as the Nike+ Accelerator program and Nike+ Fuel Lab incubator in the heart of Silicon Valley, Nike is betting a more open approach will allow it to stay relevant and responsive to evolving consumer needs, while feeding rumors of a rekindling of its partnership with Apple. This focus on optimizing for digital and social channels continued during a year in which Nike demonstrated a shift away from large broadcast media buys.