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In May 2006, Nike and Apple introduced the Nike+iPod Sport Kit, a wireless system that allowed Nike+ footwear to work seamlessly with iPods. At the time, it was a revolutionary advancement for connected sport and fitness.
Fast forward a decade and two of the world’s most iconic brands again shared the stage as they launched the Apple Watch Nike+ earlier this week. Even with the much-publicized announcement, though, it’s another decision by the Swoosh to distance itself from the wearable technology and hardware space, a niche that its biggest rival, Under Armour, has invested heavily in for the past three years.