10 Pivotal Moments in Band/Brand Relationships

7. The Nike Original Run series

Nike commissions a mix from LCD Soundsystem (via Cornerstone) meant to accompany your run. It’s called 45:33, the length of the DJ mix, and available via iTunes. Never mind that James Murphy has clearly never run a day in his life, outlets like Pitchfork reviewed this commissioned work as a serious album. While the revenue and rights split between Nike and LCD Soundsystem, or any of the other artists they commissioned for similar mixes, were not disclosed, it seems safe to assume there was a hefty up-front payment plus a percentage of sales revenue allotted to the artists. Nike reaped the benefits of the coolness by association to both the iPod and LCD Soundsystem.