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1. Adidas (ADDDY) and Polar Electro created Project Fusion, which integrates heart rate and speed and distance monitoring equipment into sports apparel. In my view the strategy is very helpful since it brings together two aspects of exercising together. One is health(POLAR ELECTRO) and other is utility/style(ADDDY)
2.Nike (NKE) and Apple (AAPL) brought music and exercise together when they developed the Sports Kit, a wireless system that allows shoes to talk to an iPod. In my view this is also an effective co-branding exercise since brings music and exercise together as an singly activity. This resemblance is hard to miss in real world thus is likely to succeed in its appeal to consumers.
Please let me know if you need any clarification. I'm always happy to answer your questions.
Nov 19th, 2015
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