When I worked on the marketing team of an athletic attire company, I suggested we partner with a media and electronics company. This seemed like a stretch to most people because it was not directly related to fitness or athletics. Shoes, health food, and gear were more obvious partners. My idea was to personalize the media to match the attire. A yoga outfit, for example, was coordinated with a calming playlist and portable speakers. The running gear, on the other hand, was paired with more upbeat music and portable headphones. The consumer really grasped this concept and both companies benefited from the promotion.