Earlier this year TomTom and Nike+ released details of a collaborative project – the TomTom Sports Watch.

This month the watch has been released, with the ability to be paired up to a Nike+ shoe sensor, allowing the consumer to record their pace, route and calorie burn.

What makes this collaboration different is that Nike+ had already partnered with Apple in a similar system for the iPod. However, partnering with TomTom and gaining their expertise will optimize the ability of the GPS sensor. This gives a new level of performance to the Nike+ product line, and is an example of a growing trend for products that have a specific aspect of the design enhanced by the added ingredient of a collaborative brand. This has become particularly relevant with lifestyle brands like Nike, who seek the technological expertise offered by Apple and TomTom.

With the consumer demand for collaboration continuing to grow, where else will we see this trend appear? Will car manufacturers begin to pool research and development, and collaborate on the next generation of fuel-efficient vehicles? Or will some industries firmly resist any attempts to form a partnership?