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Nike is holding its FuelForum event in New York to announce its latest FuelBand device.

Updated:Caption:Photo:Sarah Tew/CNET

A Nike rep welcomes the crowd and opened the event.

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As the FuelForum kicks off, Nike's vice president of digital sports, Stefan Olander, takes the stage.

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There are more than 20 million members using Nike+.

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Olander says that tennis player Serena Williams can score 4,300 NikeFuel points in a 2-hour match.

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If you earn 5,100 points in 16 hours you'll have an active day.

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Olander used a globe to show work activity across the planet.

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There's a distinct correlation between how many friends you have and your fuel score.

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Not surprisingly, the top request for current FuelBand owners is to make the device better.

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Dr. David Agus arrived on the stage to talk about movement.

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The more we move, the better, says Agus. According to this chart, hairdressers and typists are much more likely to die than gardeners. Oops.

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Shockingly, Agus then got the live-bloggers in the audience to move.

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Jumping jacks, anyone?

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Olympic gold medalist Shawn Johnson dropped by to talk about the FuelBand. She likened it to a personal coach.

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Johnson said the strangest thing she's done to earn points while wearing the FuelBand is punching the air.

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New York Giants wide receiver Victor Cruz also dropped by to talk FuelBand.

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And here's decathlete and Olympic champion Ashton Eaton.

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But these two aren't just here to talk.

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See, I told you so. The presentation broke for a few minutes for a FuelBand demo. Cruz took to a rowing machine.

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And Eaton got on a treadmill.

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There was even a punching bag.

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And here it is, the new FuelBand SE.

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Of course, the FuelBand connects to an app on your iPhone. Sadly, though, there is no Android support.

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The iOS app shows a variety of stats to keep you on track toward your goal.

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If you don't have an iOS device, you can use the FuelBand Web site. Again, there's no Android support.

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You can add groups to share your achievements and create movement-inspired games that challenge you with different badges.

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Here you can see more screens of the FuelBand app.

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Dennis Crowley, head of Foursquare, says he uses the FuelBand. He has a goal of 3,200 Fuel points a day.

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Olander talked about the Nike Plus Fuel Lab.

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The FuelBand SE will come in several colors.

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