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The global fashion business journal

Jul 12, 20247:49pm

Nike boosts digitalization buys big data

The American sportswear giants has acquired Celect, a company that gathers data to analyze consumer trends and adapt retail products to the changes in the market’s demand.

Aug 7, 2019 — 4:00pm

Nike boosts digitalization buys big data



Nike strengths its lead in sports retail. The American giant has bought Celect, a company that gathers data that gathers data to analyze consumer trends and adapt retail products to the changes in the market’s demand.


With this acquisition, the company led by Mark Parker plans to boost its direct consumer strategy, meaning, to personalize the shopping experience on a global level, centralizing the process from the inside. The terms of the agreement are unknown.


“With the acquisition of Celect, Nike greatly accelerates our digital advantage by adding a platform developed by world-class data scientists.” Nike COO Eric Sprunk stated. “As demand for our product grows, we must be insight-driven, data-optimized and hyper-focused on consumer behavior. This is how we serve consumers more personally at scale”, he also added.


Celect was founded in 2013 and counts with a big data bank and its own software to realize its measures. Its platform allows retailers to optimize its resources through omnichannel sale and the forecast of online tendencies, locally and globally. The company joins from now own Nike’s global operations division and its founders will act as consultants.


Nike closed its fiscal year 2019 with a rise of 7% in its revenue, up to 39.1 billion dollars, due to the positioning of the brand Jordan and the direct sale to the consumer. The net benefit rised in the period from June to May, up to 4 billion dollars.

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