BW looks inside Apple's partnership with Nike

***AppleInsider*** · 05-24-2006, 02:47 PM

Apple Computer's recently announced partnership with Nike began last year when Nike dreamed up the revolutionary idea of allowing running shoes to talk to an iPod and then contacted Apple to develop the technology behind it, Business Week reports.

"A while back we asked a big question: Could we harness the power of digital technology to improve a runner's experience?" Nike CEO Mark Parker told the publication. "We quickly realized that making a smart shoe wasn't smart enough."

So Parker reportedly contacted a friend: Apple chief executive Steve Jobs. The result was the Nike+iPod Sport Kit, which both execs believed was a "great start" to a partnership that they hope to branch out further in the coming months.

According to Business Week, when Nike and Apple designers met for the first time 18 months ago, the teams simply clicked. "Both companies are technology-driven companies. It's just that we work in completely different areas of technology," Jobs told the publication. "We are semiconductors and software, and Nike is anatomy and precision-molding and thin-film technologies. What's interesting is the people are very similar."

It wasn't all fun and games from the get-go, as the designers were initially met with some pivotal challenges. The sensor embedded in the new Nike Moire running sneaker was initially too big for Nike designers and too small for Apple's team, according to the report. Meanwhile, other challenges centered on the life of the sensor's non-replaceable battery, which Apple says will last close to 1,000 hours.

"Wireless takes power," Jobs told Business Week. "The last thing you wanted was a wire going down your leg. It looks deceptively simple and that's how it should be. It took a while to get it right. But there is a lot of technology there."

Keeping the price of the kit at $29 was also crucial, according to Jobs. He wanted everyone to be able to afford the technology, which he claims is 90 percent accurate straight out of the box.

Parker said there are about 4 million Nike+-ready running shoes in circulation right now, a number could soon balloon to 10 million. In all, Nike plans to offer seven styles of shoes that will be iPod-ready. They'll include the just-announced Air Zoom Moire and several other models from the company's Nike Shox and Air Max lines.

Although both CEOs confirmed to Business Week that the experience of developing the Nike+iPod Sport Kit is just the beginning of a broader strategic relationship, neither cared to get specific.

"It's fun to apply technology in an area where A, it's never been done before, and B, everybody involved in it wants it for themselves. That's always a good sign. Everybody involved in this says, 'This is so cool,' It's great to work on things like this." Parker told the publication. "The connection between the two different products and the potential it creates is huge."

More on the Apple/Nike partnership is available in the Business Week report.

[ View this article at AppleInsider.com ]

SpamSandwich · 05-24-2006, 03:12 PM

"He wanted everyone to be able to afford the technology, which he claims is 90 percent accurate straight out of the box."

What does that mean? It's 10% off in its accuracy? Does it get better as you use it more? Hmmm...

palegolas · 05-24-2006, 03:16 PM

Does it measure the BPM of your running speed and select songs that have the same BPM as your running?

Anyway, I think this is a real nice thing. The nano is the best sport player (sort of after the shuffle). But it's only for people that run. People who work out at gyms or biking, inlines, swimming(!) etc are ignored? Perhaps a heart rate sensor and sort of gps based motion sensor would open up for more sports people than just runners/joggers.

sandau · 05-24-2006, 03:20 PM

Keeping the price of the kit at $29 was also crucial, according to Jobs. He wanted everyone to be able to afford the technology...

umm, yeah, just need a pair of $120 sneakers, the $29 kit, a $500+ computer, and probably (unanounced) a subscription on Nike+ to upload your info...it ain't free.

Cool though.

chabig · 05-24-2006, 04:04 PM

Quote:

Although both CEOs confirmed to Business Week that the experience of developing the Nike+iPod Sport Kit is just the beginning of a broader strategic relationship, neither cared to get specific.

It would be great to integrate heart rate monitoring into this system. The chest transmitters are already wireless. Now they just need to integrate it all.

Ireland · 05-24-2006, 04:05 PM

Quote:

Originally posted by sandau
Keeping the price of the kit at $29 was also crucial, according to Jobs. He wanted everyone to be able to afford the technology...

umm, yeah, a $500+ computer,

If you don't have a computer, what are you typing on

Ireland · 05-24-2006, 04:09 PM

Quote:

Originally posted by AppleInsider
Although both CEOs confirmed to Business Week that the experience of developing the Nike+iPod Sport Kit is just the beginning of a broader strategic relationship, neither cared to get specific.

Nike Golf/ iPod score taker/ Nike water protective sports case/ nuff said

wilco · 05-24-2006, 04:34 PM

Quote:

Originally posted by Ireland
If you don't have a computer, what are you typing on

On his leopard. Which coincidently just broke windows with its weapon.

Ireland · 05-24-2006, 04:41 PM

Quote:

Originally posted by wilco
On his leopard. Which coincidently just broke windows with its weapon.

What the hell is wrong with you? Grow up!

wilco · 05-24-2006, 04:47 PM

Quote:

Originally posted by Ireland
What the hell is wrong with you? Grow up!

What's wrong is that I'm sick of seeing your meaningless posts cluttering up every f*cking thread. Give it a rest. Nearly 800 posts in less than 3 months? Do you get paid by the post?

addabox · 05-24-2006, 05:17 PM

I know Wilco is pushing it with his reign of terror, but this

Quote:

On his leopard. Which coincidently just broke windows with its weapon.

made me squirt coffee out of my nose.

Elixir · 05-24-2006, 05:26 PM

people need to realize this is the first attempt. it wont be perfect but i gurantee you 100000 people just crapped their pants.

how long have i been waiting for this.... how long have many many many athletic individuals waiting for such integration waited....long time!

howyoudoin · 05-24-2006, 07:12 PM

Long time reader of Appleinsider here, but I found this article on the front page of google news. Quite nice if you ask me

Placebo · 05-24-2006, 07:37 PM

Quote:

Originally posted by Ireland
What the hell is wrong with you? Grow up!

Hey, I decided to take a break from picking my nose and playing Snood to tell you that your sig sucks.

SpamSandwich · 05-24-2006, 10:12 PM

Quote:

Originally posted by Placebo
Hey, I decided to take a break from picking my nose and playing Snood to tell you that your sig sucks.

ROTFLMAO!

GreenArrow · 05-24-2006, 10:44 PM

Quote:

Originally posted by SpamSandwich
"He wanted everyone to be able to afford the technology, which he claims is 90 percent accurate straight out of the box."

What does that mean? It's 10% off in its accuracy? Does it get better as you use it more? Hmmm...

Accuracy is improved by calibrating the sensor, which is an accelerometer. Nike already sells accelerometers that are 97% accurate out-of-the-box, like the Nike SDM Tailwind Speedometer.

Calibration is done by running a known distance, say you run 1 mile on a track or treadmill, then you adjust the sensor reading to show 1 mile. If you don't calibrate then the sensor might report the distance as 1.1 miles. There is a calibration mode to perform this adjustment. I'm guessing that Apple will issue a firmware update for Nano so you can access calibration mode from the menu.

I used the Nike SDM Tailwind for about 6 mos before it just died. I paid $80 retail. It had a built-in fastener so you can attach onto the shoelaces. It was bulky because it used a single AA battery but it was weightless.

Frank777 · 05-24-2006, 10:57 PM

It's a cool sig, and Wilco clearly needs to enjoy some time off.
Hopefully, a mod will take note of this nonsense.

Back on topic, the partnership is interesting. Apple continues to build an iPod universe, making it more difficult for anyone else to compete successfully.

blackbird_1.0 · 05-25-2006, 12:31 AM

Maybe this is what the upcoming iTunes 6.0.5 Update is for.

deepkid · 05-25-2006, 01:21 AM

The BIG question now is, will Steve start wearing Nikes to replace his New Balances at stevenotes/appearances.

ecking · 05-25-2006, 01:55 AM

Quote:

Originally posted by deepkid
The BIG question now is, will Steve start wearing Nikes to replace his New Balances at stevenotes/appearances.

The answer is yes!

"You have 0.2 miles left to get to the end of the stage. 0.2 miles completed, now refuel with a water bottle Mr Jobs. Now one more thing..."

Steve gets a custom one to walk him through his keynotes.

blackbird_1.0 · 05-25-2006, 02:14 AM

Quote:

Originally posted by ecking
The answer is yes!

"You have 0.2 miles left to get to the end of the stage. 0.2 miles completed, now refuel with a water bottle Mr Jobs. Now one more thing..."

Steve gets a custom one to walk him through his keynotes.

meelash · 05-25-2006, 05:28 AM

Quote:

Originally posted by AppleInsider
Meanwhile, other challenges centered on the life of the sensor's non-replaceable battery, which Apple says will last close to 1,000 hours.

This can be recharged, right? ...right?

otherwise 1,000 hrs is going to go by really fast...

Ireland · 05-25-2006, 08:42 AM

Quote:

Originally posted by wilco
What's wrong is that I'm sick of seeing your meaningless posts cluttering up every f*cking thread. Give it a rest. Nearly 800 posts in less than 3 months? Do you get paid by the post?

You're an idiot

Kishan · 05-25-2006, 10:23 AM

I love that Apple is looking to expand its appeal among runners. I also agree that a heart rate integration module is a very desirable next step. Still, there is an area of sport activity that has heretofore been untouched: water sports. I know there are some water resistant cases out there for iPods, but where is my 100m enclosure? If Canon and Olympus can offer Scuba cases for their cameras, can't someone make a diving enclosure for an iPod?

spyinthesky · 05-25-2006, 11:48 AM

Slightly off track I know but I really do wonder if HP are thinking why did we jump off this jugganaut. Maybe wasn't as beneficial as they had in mind but sure seems better than having no impact whatsoever.

Lets hope this agreement is the start of a whole new level 2 of the iPod universe involving all sorts of partners and collaborations.

addabox · 05-25-2006, 01:17 PM

Quote:

Originally posted by meelash
This can be recharged, right? ...right?

otherwise 1,000 hrs is going to go by really fast...

That's actual running time, not just "sitting on the shelf" time.

For most people 1,000 hours of running time would outlast the shoe, so think of it as a "feature" of the shoe that adds a bit to the cost.

It would be nice if you could get replacement transmitters without having to also get another receiver.

monkeyastronaut · 05-25-2006, 02:44 PM

i'll say it again, this is a really cool product.

next up: Apple will let you purchase Pepsi cans and bottles from vending machines with your iPod pre-loaded with credit from an iTMS card. No need to carry change with you anymore.

05-24-2006, 02:47 PM	#1
*AppleInsider* Kasper's Automated Slave Join Date: Nov 1997 Posts: 6,163	BW looks inside Apple's partnership with Nike Apple Computer's recently announced partnership with Nike began last year when Nike dreamed up the revolutionary idea of allowing running shoes to talk to an iPod and then contacted Apple to develop the technology behind it, Business Week reports. "A while back we asked a big question: Could we harness the power of digital technology to improve a runner's experience?" Nike CEO Mark Parker told the publication. "We quickly realized that making a smart shoe wasn't smart enough." So Parker reportedly contacted a friend: Apple chief executive Steve Jobs. The result was the Nike+iPod Sport Kit, which both execs believed was a "great start" to a partnership that they hope to branch out further in the coming months. According to Business Week, when Nike and Apple designers met for the first time 18 months ago, the teams simply clicked. "Both companies are technology-driven companies. It's just that we work in completely different areas of technology," Jobs told the publication. "We are semiconductors and software, and Nike is anatomy and precision-molding and thin-film technologies. What's interesting is the people are very similar." It wasn't all fun and games from the get-go, as the designers were initially met with some pivotal challenges. The sensor embedded in the new Nike Moire running sneaker was initially too big for Nike designers and too small for Apple's team, according to the report. Meanwhile, other challenges centered on the life of the sensor's non-replaceable battery, which Apple says will last close to 1,000 hours. "Wireless takes power," Jobs told Business Week. "The last thing you wanted was a wire going down your leg. It looks deceptively simple and that's how it should be. It took a while to get it right. But there is a lot of technology there." Keeping the price of the kit at $29 was also crucial, according to Jobs. He wanted everyone to be able to afford the technology, which he claims is 90 percent accurate straight out of the box. Parker said there are about 4 million Nike+-ready running shoes in circulation right now, a number could soon balloon to 10 million. In all, Nike plans to offer seven styles of shoes that will be iPod-ready. They'll include the just-announced Air Zoom Moire and several other models from the company's Nike Shox and Air Max lines. Although both CEOs confirmed to Business Week that the experience of developing the Nike+iPod Sport Kit is just the beginning of a broader strategic relationship, neither cared to get specific. "It's fun to apply technology in an area where A, it's never been done before, and B, everybody involved in it wants it for themselves. That's always a good sign. Everybody involved in this says, 'This is so cool,' It's great to work on things like this." Parker told the publication. "The connection between the two different products and the potential it creates is huge." More on the Apple/Nike partnership is available in the Business Week report. [ View this article at AppleInsider.com ]

05-24-2006, 10:57 PM	#17
Frank777 Registered User Join Date: Apr 2002 Location: Toronto Posts: 3,854	It's a cool sig, and Wilco clearly needs to enjoy some time off. Hopefully, a mod will take note of this nonsense. Back on topic, the partnership is interesting. Apple continues to build an iPod universe, making it more difficult for anyone else to compete successfully. The evil that we fight is but the shadow of the evil that we do.

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05-24-2006, 03:12 PM	#2
SpamSandwich Registered User Join Date: May 2005 Posts: 8,456	"He wanted everyone to be able to afford the technology, which he claims is 90 percent accurate straight out of the box." What does that mean? It's 10% off in its accuracy? Does it get better as you use it more? Hmmm...

05-24-2006, 03:16 PM	#3
palegolas Registered User Join Date: May 2005 Posts: 383	Does it measure the BPM of your running speed and select songs that have the same BPM as your running? Anyway, I think this is a real nice thing. The nano is the best sport player (sort of after the shuffle). But it's only for people that run. People who work out at gyms or biking, inlines, swimming(!) etc are ignored? Perhaps a heart rate sensor and sort of gps based motion sensor would open up for more sports people than just runners/joggers.

05-24-2006, 03:20 PM	#4
sandau Registered User Join Date: Mar 2005 Posts: 1,010	Keeping the price of the kit at $29 was also crucial, according to Jobs. He wanted everyone to be able to afford the technology... umm, yeah, just need a pair of $120 sneakers, the $29 kit, a $500+ computer, and probably (unanounced) a subscription on Nike+ to upload your info...it ain't free. Cool though.

05-24-2006, 05:26 PM	#12
Elixir Registered User Join Date: Oct 2005 Posts: 781	people need to realize this is the first attempt. it wont be perfect but i gurantee you 100000 people just crapped their pants. how long have i been waiting for this.... how long have many many many athletic individuals waiting for such integration waited....long time!

05-24-2006, 07:12 PM	#13
howyoudoin Registered User Join Date: Nov 2001 Location: St. Louis Posts: 100	Long time reader of Appleinsider here, but I found this article on the front page of google news. Quite nice if you ask me

05-25-2006, 12:31 AM	#18
blackbird_1.0 Registered User Join Date: Jun 2003 Location: South Carolina, United States Posts: 721	Maybe this is what the upcoming iTunes 6.0.5 Update is for.

05-25-2006, 01:21 AM	#19
deepkid Registered User Join Date: Jun 2004 Location: Chicago Posts: 59	The BIG question now is, will Steve start wearing Nikes to replace his New Balances at stevenotes/appearances.

05-25-2006, 10:23 AM	#24
Kishan Registered User Join Date: Jun 2004 Location: Milwaukee, WI Posts: 662	I love that Apple is looking to expand its appeal among runners. I also agree that a heart rate integration module is a very desirable next step. Still, there is an area of sport activity that has heretofore been untouched: water sports. I know there are some water resistant cases out there for iPods, but where is my 100m enclosure? If Canon and Olympus can offer Scuba cases for their cameras, can't someone make a diving enclosure for an iPod?

05-25-2006, 11:48 AM	#25
spyinthesky Registered User Join Date: Jun 2005 Location: London UK Posts: 23	Slightly off track I know but I really do wonder if HP are thinking why did we jump off this jugganaut. Maybe wasn't as beneficial as they had in mind but sure seems better than having no impact whatsoever. Lets hope this agreement is the start of a whole new level 2 of the iPod universe involving all sorts of partners and collaborations.

05-25-2006, 02:44 PM	#27
monkeyastronaut Registered User Join Date: Apr 2003 Location: united mexican states Posts: 1,326	i'll say it again, this is a really cool product. next up: Apple will let you purchase Pepsi cans and bottles from vending machines with your iPod pre-loaded with credit from an iTMS card. No need to carry change with you anymore.

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