Nike+Ipod Product: Innovation between Music and Athletics Nowadays in the world there are many new events on healthcare issues and people are focusing more on their health. People started exercising more to stay healthy. It means being ready to face anything in your life every day. While on the other side of thinking, technology is growing very fast. Somehow people stick to technology. Technology itself gets people's attention and makes them care less about physical activity. For example, the computer, tablet or smartphone now becomes the other part of human needs for living in everyday life. There are two companies that actually rule the world in different business areas, Nike and Apple. Nike owns over 80% of the $2.6 billion US basketball market and its share is growing every year compared to major competitor Adidas, whose market share is still around 14% (Toh, 2012 ). between sport and music? The interesting thing is that we can see some correlation between these two areas, sports and music. The image we usually see is that people listen to music while exercising, especially running. What would you think if there was a product that could correlate these two things in different areas between technology and sportswear? If there is any innovative technology that people can use along with exercise activities to make them more comfortable and motivate users to exercise with music along with cool features in the gadget. Nike and Apple did it. But how do they choose the right partner to succeed in the partnership... middle of paper ...... from the imagination that these two experts in each area must combine to make the innovative product become reality. Also I learned that these companies are also such big companies in the world and it seems that they are not really in conflict with each other, but the problem in alliances can occur at any point in the operation process, such as conflict between the designer team. In order to strengthen the company's performance in a specific task, sometimes the company needs to get help from the other company to complete the task. Alliances have their own life cycle and will not last long forever. For this reason, the company considering whether or not to enter into the alliance may need to be careful and think more about the structure, plan and financial breakdown before entering into any alliance because one day, our partner may become our competitor at any time..