Just Hear It: Nike Introduces MP3 Player

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In a way, Nike is a software company already, marketing a kind of fashion microcode that's burned on dirt-cheap rubber, leather and canvas, which in turn is assembled by unskilled, low-wage workers in undeveloped countries.

Now the company is wearing high tech on its sleeve. In July Nike will begin rolling out a new line of branded gadgets. First up is a stylized remake of an MP3 player from Diamond Rio, called the Personal Sports Audio Play (PSA) 120.