BusinessWeek has the scoop on the Apple/Nike partnership that just resulted in that very cool iPod/shoe sensor item (I want one and I never run anywhere). It all started 18 months ago when Apple approached Nike to supply the shoe company with branded MP3 players. Nike had been down that road before (with several other companies) and they thought that they could do more. Fast forward a year and a half and BAM! Nike + iPodGlobal.
Both companies plan on working together to bring even more cool products to market (can you say ringtones for your sneakers? Awesome).