The purpose of the paper is to illustrate how digital innovations in combination with the changing role of the consumer paved the way for consumers and companies to engage in the co-creation of joint value. Additionally it aims, to illustrate and discuss the advantages that both, the consumer and company gain when they engage into the co-creation of value. To achieve this purpose the paper shortly discusses, how digital innovations have enabled both parties to engage in the process of co-creation and how the role of the consumer has changed. Furthermore the term co-creation will be explained and the advantages of co-creating value for both participants will be theoretically analyzed and stated. As a final step two case studies, Nike Plus and Ducati, will be examined in order to illustrate the advantages for both the consumer and the company