Members of Wharton's Marketing

information (such as speed, distance covered and calories burned) with others about their exercise sessions. The system also "talks" to runners in real time, providing information as they jog along. The $29 kit consists of two gadgets -- a receiver that plugs into an iPod Nano and a sensor that sits inside the inner sole of specially made Nike shoes and transmits data to the receiver wirelessly. Buyers also get software to download the running data to a special website where the information can be stored and tracked over time and shared with other runners.

Members of Wharton's marketing department say it's a winning combination that will bolster each company's image and open the door to other co-branding opportunities. But they disagree as to whether the joint effort will actually sell more Nanos and Nike shoes.

"These are two strong brands coming together," says Wharton marketing professor Patricia Williams. "And they are brands that, in terms of their personalities, have a lot in common: They are both exciting and cutting edge. They complement one another quite well. The co-branding effort also recognizes that their brands meet a need in the market. It's a way to integrate Nike into the iPod culture and integrate iPod into the running culture. It's quite a smart move."

"It's a brilliant idea," agrees Wharton marketing professor Peter Fader. "It's something that seems to meet a genuine consumer need; that's the first and most important test. But it really, truly taps into the iconic imagery of both partners. Just when you keep thinking that the iPod has run its course and growth is slowing down, Apple raises it up a notch again and further cements the status of products involving the word 'iPod' into the fabric of American culture."

Wharton marketing professor Barbara Kahn notes that Nike and Apple have already reaped some rewards from their joint effort. Walt Mossberg, The Wall Street Journal's influential technology columnist, and other tech journalists have written glowing reviews about the kit. Says Kahn: "The goal in co-branding is to link two brands in a positive way, to merge two audiences, to generate brand awareness and media and attention -- so, yes, it's working."

Another Wharton marketing professor, Americus Reed, also thinks the Apple-Nike collaboration will reap benefits. Like any co-branding effort, the Apple-Nike partnership can serve three chief goals. The first is to send a "market signal" to consumers that both firms are innovative. Like his Wharton colleagues, Reed points out that the iPod is "deeply embedded" in the fabric of pop culture, owning a staggering 80% of the MP3 market -- a choke-hold that Apple would dearly love to maintain. Would-be iPod killers from Samsung and Sony have "failed miserably,"