http://www.gadgetsmagazine.nl/2014/10/nooit-meer-veters-binden-dankzij-nubits/
I saw this earlier. It looks like media sites are getting the name wrong. because if you go to the kickstarter page and look at their marketing materials they’re called Zubits.
Everyone wants to be like NuBits! I’m going to go make some sneakers called Zikes and hope the media misspells it the same way.