Nike is launching Nike+ Fuel Lab in San Francisco to establish NikeFuel as the universal way to measure and motivate for any kind of movement. At the same time, the company is looking for partnerships to bring added value to the Nike+ community, currently counting more than 28 million users.

Through the Nike+ Fuel Lab, Nike aims to expand its NikeFuel platform with companies such as MyFitnessPal, RunKeeper and Strava. By integrating NikeFuel into these products, over 100 million potential new athletes will be able to use NikeFuel to measure, motivate and improve.

“We are excited about evolving NikeFuel to deliver richer experiences that make it easier for all athletes to reach their potential,” said Stefan Olander, Nike’s Vice President of Digital Sport. “The demand for simpler data-powered experiences is soaring, and all-day sensing is more available on mobile and wearable devices than ever before. Nike is committed to broadening the use of NikeFuel through collaborations with industry leaders to create smarter products and services.”

Nike’s interest in mobile technology gets us back to 2006, when it partnered with Apple to launch Nike+ Running. The company has since created an additional apps, including Nike+ FuelBand, Nike+ Training Club and Nike+ Move.