“At an event in New York, Nike and Apple said they are collaborating on a series of products that bridge the gaps between sports, electronics, and entertainment. Their first jointly produced product: the Nike+iPod Sport kit, which involves an electronic sensor inserted under the inner sole of a new Nike running shoe dubbed the Moire (pronounce (MOR-ay). That sensor talks to a small wireless receiver that attaches to Apple’s iPod nano music player,” Arik Hesseldahl and Stanley Holmes report for BusinessWeek. “Nike dreamed up the idea for the product and contacted Apple to develop the technology behind it, Nike CEO Mark Parker said at the news conference: ‘A while back we asked a big question: Could we harness the power of digital technology to improve a runner’s experience?’ It turns out the answer is a smart running shoe, equipped with a small sensor that can track motion and distance and other metrics that runners find important, but the information would only be available after their run is complete, not while running. ‘We quickly realized that making a smart shoe wasn’t smart enough.’ So Parker called a friend: Apple CEO Steve Jobs. The result was the kit, which both called simply a ‘great start.’ The two companies will develop more products as part of an ongoing partnership.”
Hesseldahl and Holmes report, “The two companies are alike in design and marketing… But it took some time for both teams to find their Zen state. Some of the technology challenges were tough. The sensor embedded in the new Nike Moire running sneaker was initially too big for Nike designers and too small for Apple’s team. Other technical challenges centered on the duration of the battery power (close to 1,000 hours). Apple designers also had to wrestle with the wireless technology. ‘Wireless takes power,’ Jobs says. ‘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.’
How Nike+iPod works video:
Direct link to video: http://www.youtube.com/watch?v=WVDEXzxZWQw
“Jobs also says keeping the price at $29 for the wireless iPod adapter was another key point. ‘This thing is over 90% accurate right out of the box, which is huge,’ Jobs says. ‘Something like this would normally cost a lot more money. We priced it so everyone can afford it because we want everyone to try it and experience how cool it is.’ …Both CEOs say the experience of developing NikePlus is just the beginning of a broader strategic relationship. Neither would describe what they intend to tackle next but hinted they are only limited by imagination and good business. ‘It’s turned out to be really fun,’ Jobs says. ‘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.’ Says Parker: ‘The connection between the two different products and the potential it creates is huge.'”
Much more in the full article here.
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Related articles:
Nike+iPod Sport Kit sensor’s battery will outlast the shoes – May 24, 2006
Analyst: Nike+Apple = iPod as a platform – May 23, 2006
Apple and Nike shares rise folowing Nike+iPod announcement – May 23, 2006
Nike and Apple team up to launch Nike+iPod, footwear that talks to your iPod – May 23, 2006
This looks like a really great product and I would get it if not for two problems: 1) I use my 3rd Gen iPod when running. I don’t have a nano. 2) I have never used Nike shoes, not because they are bad, but they don’t fit. My next shoe might be a nike, but only if it fits right.
I would certainly get this product if it worked with my iPod and I could use other branded shoes. Maybe someone will come up with a mod…
I suspect the price is set so low because it’s a drug to get you to try Nike shoes. Another one of Apple’s trojan horse schemes.
They never show the iPod screen while he’s running. I thought it gave you live updates on the iPod as you run?
At least that’s what I gathered rom Apples website….
“Moire (pronounced MOR-ay)”
Position it a little farther back and you’ve got a Moire Heel. Wait for it. . . there it is.
Not many comments. No runners here? Maybe Nike and Apple are missing their target audience with this one.
JTS, the updtes are audible! At least that’s what they portray in the ad. That’s much better than visual. It’s darn hard to concentrate on the screen while performance running. I find myself holding my breath or changing pace when adjusting my iPod. That’s why they show the runner hitting the nano real quick and getting audible feedback.
“But it took some time for both teams to find their Zen state.”
Strangely enough but not by accident, the teams found each other
here.
It was a restful and comtemplative meeting.
Noraa, would you like some cheese with that whine? Poor you!
MW = Soviet is an, in Soviet Union, iPod listens to you.
I’m a runner but it’s usually from someone or some thing. It’s still good cardio regardless.
Noraa:
I am not much of a runner (I still ride a skateboard at age 33, is that pathetic?), but I have an idea. In addition to the audible feature mentioned here, maybe they should integrate a motivational “drill instructor” voice into it. Imagine: “get those clod hoppers moving soldier or I will kick your ass”, or “too slow, drop and give me twenty!” What do you think?
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all the runners are out running . . . as in they are not sitting at their computers commenting and summed-up-ready-for-you-to-read
Get it?
“. . . maybe they should integrate a motivational “drill instructor” voice into it. Imagine: “get those clod hoppers moving soldier or I will kick your ass”, or “too slow, drop and give me twenty!” What do you think?”
JMNSHO, but I think that’s about as motivational as sex advice from Dr. Ruth.
I’m waiting for the nike+ heart monitor / ipod combination. That’ll be a major step toward technology and fitness synergy.
Perhaps they’re looking to people who have a life, Noraa. A new market, in other words.
I think this is a really cool idea, sadly not something I would use as it has been shown that listening to music actually decreases athletic performance – don’t see too many elite marathoners running with iPods do you? But for the masses it seems like a good idea – a similar gadget (but with GPS) retails here in the UK for 300 GBP but essentially does the same thing, tracks speed, distance, etc. I suspect it will get far more use from people who work out on treadmills where you can just put the iPod on the front handle (of course, the treadmill already tells you speed, etc.). On a related note, I really think Apple missed-named the Shuffle, I thought Sport would have been a much better name – that said, the people I seeing “running” with an iPod are generally shuffling…..
“and too small for Apple’s team” ?
What does that mean?
Thorin,
I think you’re on to something. If you get off your pace profile the music should switch to classical or death metal depending on what you need. Of course there should be a cardio input as well. If you are running slow and your hearth is racing (or stopped altogether) then death metal is probably not what you need.
Popeye,
Yes please, and an apple. (the kind you eat with cheese)
“JMNSHO, but I think that’s about as motivational as sex advice from Dr. Ruth.”
Holy crap, doesn’t anyone have a sense of humor? Laugh dammit!
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Serious runners are an obsessed bunch, they put us Mac users to shame.
—This is going to be huge!—
“(or stopped altogether) then death metal is probably not what you need.”
Funny as hell, you.
sd,
Do people actually see elite marathoners? Not often, but some (non-elite) I’ve talked to about their iPods love that they don’t have to listen to their feet slapping the pavement for hours every day.
I’m working up to it, but it’s hard to run distance when pushing a double stroller with two kids who don’t appreciate that I’m doing it for them.
Popeye, break out the cheese!
It’s always more fun to run with partners who don’t have headphones on. Those runs improve performance. When no one is there to converse with, then motivational music helps.
This might be discouraging for those learning to run (again), however, because day-to-day performance can vary so much as muscles figure themselves out. Anything to make running more though fun is OK in my book.
Sorry, Thorin. I should use emoticons more often! I thought the drill sergeant idea was funny and I poorly attempted to lob a funny one back but I think it got stuck in the ‘net.
Moire is pronounced:
mwa- ray
“too small for Apple’s team”
The size of the pea was too large to fit in a shoe, but too small for any available tech for the Apple team to put in there.
This is yet another reason why no other music player will overtake Apple and the iPod line. Creative and iRiver (oops-they went tits up! Gotta like that Brit saying!) and the others have nothing to remotely compete with this. And they tout a built-in FM receiver or microphone? Please.
“But it took some time for both teams to find their Zen state.”
All they had to do was call Phil Jackson.