"Nike+ started with a simple observation: People love listening to music when they run. A groundbreaking piece of work that defies categorization, Nike+ evolved marketing thinking around the globe. Through a partnership between Nike and Apple, a sensor in Nike+ running shoes tracks data and transmits it to a runner's iPod, which is automatically uploaded to nikeplus.com when the iPod is synched. Runs in the real world then become meaningful assets in the digital world, allowing runners to compare runs, track their progress, set and manage goals and issue individual or team challenges to the Nike+ community around the world. Nike+ is reinventing the running category by revolutionizing how a brand reaches its audience through meaningful personal experiences, invaluable data brought to life online and brand-enhancing two-way communication.