If you want to learn how to develop new revenue by making new partnerships, check out the strategic Nike+ iPod alliance.
Mid July Nike+ iPod will launch a common package that will be composed of shoes, data, music, and apparel designed for long-distance runners. Both brands developed new integrated equipments:
– Nike is planning to introduce six other Nike+ footwear styles along with a range of apparel and accessories (jackets, tops, shorts) designed to hold the iPod nano, the model resistant to harm from shaking.
– iPod will be introducing a voice command mechanism to select songs or adjust volume. Apple has also filed a patent on a capability to change the tempo of music based on the pace of the listener’s activity.
While running, the music plays in your ear and the shoe is measuring the distance you’ve covered, pace, time, even your calorie burn rate. At nikeplus.com you have the possibility to connect and compete with up to 50 runners at a time from anywhere in the world.
Smart innovations that will certainly hit a large target audience! I wanted to know more about the marketing story of this partnership. I read that it was the ipod CEO who first observed that 50% of the 50 million people who became iPod owners last year used the device during a workout. Therefore he decided to propose to the Nike CEO to develop a common package dedicated to runners. The idea was to eliminate their loneliness during workouts.
Will this model work for you? You don’t need to run a famous brand to build up successful business relationships. Just ask yourself if you are able to collaborate with external partners to achieve mutually beneficial goals. You certainly know some companies that have the same target market and core values as yours.
Also assess the opportunity for your business to use Internet to provide customers with more meaningful experiences and relationships. Nikeplus.com is a very good example of interactivity with customers.
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