Nike have confirmed the acquisition of the data integration start-up platform, Datalogue. The sportwear giant has purchased the New York-based company in looking to pursue its consumer-led digital model.
As quoted by Hypebeast, President and CEO of Nike Inc., John Donahoe states, “Our CDA strategy focuses on accelerating how we connect with consumers to better serve them personally at scale. The acquisition of Datalogue builds on our digital momentum by enhancing our ability to transform raw data into actionable insights in real-time and across the enterprise.”
For the past five years since its foundation, Datalogue has “built a cutting-edge and proprietary machine-learning technology that automates data preparation and integration.”
Working with their new partners, Nike will now be able to utilise data from all sources as part of the Swoosh’s digital strategy. Accessibility of this data will now be more easily available for the company.
Datalogue CEO Tim Delisle said of the acquisition, as quoted by Hypebeast, “We’re excited to be joining Nike and adding our passion and expertise to accelerate the digital-first advantage the company has built.”
Nike’s Global Technology organisation will likely be the department that the Datalogue team will integrate into as a more direct selling route for the brand has now been created, improving connectivity with customers. This acquisition is a big step forward in Nike’s phase of the plan, Consumer Direct Offense, which was unveiled in 2017.
Looking ahead till the end of this year, Nike is looking to drive Consumer Direct Acceleration, with ideas to increase investments in technology and the e-commerce sector to become greater digital innovators of consumer touchpoints. The company are looking to implement a more consumer-centric structure for men’s, women’s and kids’ businesses as terms of the deal are yet to be released.