Sportswear goods company Nike has recently carried out a marketing action in New York consisting of a pop-up vending machine that allows you to trade NikeFuel points - which you gain by doing exercise with the Nike+ FuelBands - for company products. Popping up at different city spots, social media, word of mouth or spotting the gadgets in person appear to be the only ways to find it. In order to get some of the stuff that the machine contains, users can trade their physical performance into rewards that they obtain by doing exercise. This way, the points system turns into a currency. Of course, you have to own any of the new Nike+ FuelBands – currently priced at $149 - to participate in this initiative. 500 or more collected points of NikeFuel will get you socks and T-shirts, but crucially the vending machine only accepts points collected on your FuelBand from the same day. That’s how Nike encourages their customers to be on the move, to be ready to cash in their points anytime and wherever they are.