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.
Just Hear It: Nike Introduces MP3 Player
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.