Nike & Apple

Co-branding Campaign: Nike+

Athletic brand Nike and technology giant Apple have been working together since the early 2000s, when the first line of iPods was released.

The co-branding partnership started as a way to bring music from Apple to Nike customers' workouts using the power of technology: Nike+iPod created fitness trackers, sneakers, and clothing that tracked activity while connecting people to their tunes.

The partnership has since evolved to become Nike+ — which uses activity tracking technology built into athletic clothing and gear to sync with Apple iPhone apps to track and record workout data. Tracking transmitters can be built into shoes, armbands, and even basketballs to measure time, distance, heart rate, and calories burned.

Why the Apple Co-branding Campaign Works

It's a genius co-branding move that helps both parties provide a better experience to customers — and with the popularity of fitness tracking technology, Nike+ is ahead of the curve by making it easy for athletes to track while they play.