Nike buys predictive analytics AI platform startup

August 09, 2019 //By Rich Pell
Nike buys predictive analytics AI platform startup
Athletic footwear and equipment maker Nike (Beaverton, OR) has announced that it has acquired a leading retail predictive analytics and demand sensing startup.

The footwear giant says it has acquired Celect (Boston, MA), a cloud-based, predictive analytics software-as-a-service (SaaS) platform that helps retailers optimize their overall inventory portfolios in stores and across the supply chain. The acquisition, says the company, accelerates its ability to anticipate consumer needs.

“With the acquisition of Celect, Nike greatly accelerates our digital advantage by adding a platform developed by world-class data scientists,” says Eric Sprunk, NIKE, Inc. Chief Operating Officer. “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.”

Founded in 2013, Celect, says the company, holds a cutting-edge intellectual property portfolio across data science and software engineering. Celect’s cloud-based analytics platform provides proprietary insights that allow retailers to optimize inventory across an omnichannel environment through hyper-local demand predictions.

Celect’s team will immediately be integrated into Nike’s Global Operations Team and its co-founders will continue as tenured professors at the Massachusetts Institute of Technology, consulting Nike on an ongoing basis.

Celect is Nike’s latest acquisition as part of its Consumer Direct Offense strategy. Announced in 2017, the strategy, says the company, leverages digital technology to "serve consumers personally at a global scale."


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