Athletic apparel company Nike acquired New-York based Datalogue this week, an acquisition poised to help the brand continue it’s push for increased digital sales.
Datalogue creates proprietary machine learning technology. With Datalogue’s data integration platform, Nike is hoping to have better data on their customers and ultimately drive up sales directly online.
It is the latest in a series of moves by Nike to increase their online presence. In 2020, Consumer Direct Acceleration, the company’s business strategy for increasing online sales was announced by CEO John Donahoe. Acquiring Datalogue, which was founded in 2016, Nike continues their push to become a leader in the online apparel market.
Hopefully the move benefits the customers as well, with sneaker-heads able to get more of the newest kicks. Late last year, Nike dropped their Stussy X Air Force 1 collaboration. Read about that collection here.
