May 31, 2006. Copyright 2006, Graphic News. All rights reserved

A partnership to take the grind out of working out
By Mark Rutter

LONDON, May 31, Graphic News: With the global obesity epidemic showing no signs of abating, this latest state of the art fitness aid will not have come too soon for many. The new technology makes use of an electronic sensor placed under the inner sole of a Nike running shoe that sends information on distance covered, speed and calories burned during a run to a specially adapted iPod nano.

And thatÕs not all. Emerging out of an alliance between Apple and Nike, the new Nike+iPod can be set up to give runners voice prompts while the music is playing to provide encouragement and motivation. ItÕs a bit like having a personal coach or training partner running along with you. You get real-time performance information displayed on the screen of the iPod nano. The information is also stored for uploading to a PC later. This allows for manipulation and graphic displays of data collected during a run so that performance can be monitored and evaluated over time.

Nike has previously dabbled in an unsuccessful partnership with the Dutch electronics company Philips to produce an MP3 player aimed at athletes, but this is the first venture to provide the additional features. The greatest challenges of creating the Nike+iPod were making the sensor small enough to fit into the shoe and developing the tiny battery for the power-hungry wireless connection between the training shoe and iPod.

The first shoe suitable for fitting the sensor Š the Air Zoom Moire Š should be available in Britain and the U.S. by the end of July. Seven times Tour de France winner Lance Armstrong and marathon world record-holder Paula Radcliffe are among the big guns of sport rolled out to help market the new device. The shoes will sell for about $100 in the U.S., and the in-shoe sensor and the iPod attachment kit for around $30. Nike plans to make many more of its running shoes compatible with the iPod in the near future, including the Nike Shox and Air Max lines.

Nike is also aiming to maximise the commercial potential of the Nike+iPod by introducing a range of clothing and other accessories, such as jackets, tops, shorts and armbands designed for holding the new accessories, although these are not essential to the functioning of the new product. Apple is hoping to benefit from possible spin-offs by making available a new Nike Sport Music section on its iTunes Music Store. Among the new dedicated playlists on offer will be workout mixes and voiceover instruction recorded by professional athletes.

The risk to Apple of an alliance with Nike, notorious for its sweatshops and poor treatment of employees in developing countries, is that it could taint its brand, generally regarded as a champion and doyen in the fight against MicrosoftÕs global domination. But with a product designed to put some fun and motivation into exercise, and a combination of two of the worldÕs most recognized brands with a similar consumer base, this juxtaposition is more likely to be a runaway success.
/ENDS