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Nike is holding its FuelForum event in New York to announce its latest FuelBand device.
A Nike rep welcomes the crowd and opened the event.
As the FuelForum kicks off, Nike's vice president of digital sports, Stefan Olander, takes the stage.
There are more than 20 million members using Nike+.
Olander says that tennis player Serena Williams can score 4,300 NikeFuel points in a 2-hour match.
If you earn 5,100 points in 16 hours you'll have an active day.
Olander used a globe to show work activity across the planet.
There's a distinct correlation between how many friends you have and your fuel score.
Not surprisingly, the top request for current FuelBand owners is to make the device better.
Dr. David Agus arrived on the stage to talk about movement.
The more we move, the better, says Agus. According to this chart, hairdressers and typists are much more likely to die than gardeners. Oops.
Shockingly, Agus then got the live-bloggers in the audience to move.
Jumping jacks, anyone?
Olympic gold medalist Shawn Johnson dropped by to talk about the FuelBand. She likened it to a personal coach.
Johnson said the strangest thing she's done to earn points while wearing the FuelBand is punching the air.
New York Giants wide receiver Victor Cruz also dropped by to talk FuelBand.
And here's decathlete and Olympic champion Ashton Eaton.
But these two aren't just here to talk.
See, I told you so. The presentation broke for a few minutes for a FuelBand demo. Cruz took to a rowing machine.
And Eaton got on a treadmill.
There was even a punching bag.
And here it is, the new FuelBand SE.
Of course, the FuelBand connects to an app on your iPhone. Sadly, though, there is no Android support.
The iOS app shows a variety of stats to keep you on track toward your goal.
If you don't have an iOS device, you can use the FuelBand Web site. Again, there's no Android support.
You can add groups to share your achievements and create movement-inspired games that challenge you with different badges.
Here you can see more screens of the FuelBand app.
Dennis Crowley, head of Foursquare, says he uses the FuelBand. He has a goal of 3,200 Fuel points a day.
Olander talked about the Nike Plus Fuel Lab.
The FuelBand SE will come in several colors.