A big part of Nike's corporate strategy is their alignment with outside agencies in cooperating to develop, manufacture, and sale their products. This practice is known as strategic alliances. There are three categories of strategic alliances - nonequity alliances, equity alliances, and joint ventures - and Nike implements them all.
Most notably, Nike has entered into a nonequity alliance with Apple to meld sports with music and thus created the "Nike+ iPod" line of products. Both companies utilize their areas of expertise and popularity to capture new markets and industries. They share their unique resources and capabilities to create a cooperative competitive advantage that capitalizes on their differences in an innovative and profitable way. Examples of this partnership can be seen with the Nike+iPod Sport Kit that wirelessly connects a removable "chip" in a person's Nike shoes with their iPod to allow a them to track their pace and workout audibly through the music player while working out. Another example of Nike reaching into the technological realm is their partnership with Dutch-satellite navigation company TomTom and their creation of a line of GPS-enabled sports watches, Nike+ SportWatch GPS.
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