On the heels of Nike's announcement that it plans to discontinue production of FuelBand, its wrist-worn device, CEO Mark Parker told CNBC's "Squawk on the Street" that the company is changing its focus to software through its NikeFuel activity-tracking product and other apps.
Parker said "digital sport" is going to be integrated into more Nike products. "We think it's going to be a bigger and bigger factor in terms of experience with the products we create," he said.
Parker said Nike's goal is to increase NikeFuel users to 100 million from 30 million.
To do that, Nike will be expanding its partnerships with companies such as its most visible partner, Apple.
"We've been working with them for a long time, and we're excited to see where that relationship goes going forward," he said.