The information is stored and displayed on an iPod nano.  The interesting feature is that the technology allows a runner to get audible feedback via the iPod headphones so they can hear the information as opposed to having to look at the nano's screen.  Nike announced that the company plans to introduce several Nike+ ready shoes.  Apple has added a special Nike Sport Music section to the iTunes Music Store.  The event was also attended by Tour de France champion Lance Armstrong and marathon runner Paula Radcliffe.

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Apple is taking steps to integrate their products into a consumer's everyday life.  The ubiquity of the Apple brand is taking shape.  We can only speculate what Apple has planned for future products and technologies.  I'd take the bet that Apple has plans to extend the Apple brand into many more areas of our lives.