When it comes to creating wearables, collaborations are all the rage. So it did come as a surprise when Nike confirmed that they are still in development talks with Apple. Why the surprise? Well if you cast your mind back, Nike did exit left centre stage from the wearable tech market in such core shaking drama that resulted in Apple picking up the pieces. So therefore it would be a surprise if they decide to dip their toe back into the wearable tech market.
Since Nike discontinued their Fuel Band wearable, their app Nike+ has proved to be a huge success. Which brings us to question why are they hinting and teasing us with news that they are working with Apple on something exciting. A new app surely is not that exciting? Consumers already have many great apps at their disposal. Are they working on a brand new wearable with Apple? Or is this a PR ploy to get our attention? If it is we want to no more than the nudge and the wink you have given us so far!
Looking back, Nike and Apple have proved that they work well together. Their first collab was the Nike+ shoe sensor. It started of as a small chip that you could place inside your running shoes so you could log in the data of your run. Now fast forward ahead, and the same product has evolved into the popular Nike+Running app which boasts over 60 million users.
In a recent interview with CNBC Nike CEO Mark Parker confirmed that their partnership with Apple is still going strong and that Nike is at the moment developing something new with Apple. On the same topic Stefan Olander, Nike VP of Nike+ added, “We’re pleased to be one of the first apps on Apple Watch allowing runners to connect, challenge, cheer and motivate their friends on this exciting new platform.”
Right now, we feel like the donkey chasing the carrot, so therefore we can only conclude that with Tim Cook sitting comfortably on Nike’s Board of Directors, their relationship is going to be one that will most likely continue through richer or poorer. So watch this space.
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