Nike+Apple, a team of the most competitive brands.  These two companies are working together and take exercising and digital-music players to a new level. The new product is called the Nike+iPod Sport Kit.  it allows runners and walkers to listen to songs and to record, store and share information (such as speed, distance covered and calories burned) with others about their exercise sessions.  From a personal perspective, it is true that I have to listen to music when I jog.  Jogging will be super boring without music. This is a good idea in terms of the effectiveness of co-branding.  The brand personalities of these two brands are kind of similar because they are both cheerful and popular among young people.  This product attracted attention of the market and actually improved the brand awareness of both brands.