US sporting giant NIKE has acquired data integration platform start-up Datalogue as part of its consumer-led digital transformation.

The New York-based firm was founded in 2016 and has built a proprietary machine-learning technology that automates data preparation and integration.

With the acquisition, Nike will be able to integrate data from all sources — including the company’s app ecosystem, supply chain and enterprise data — in a fast, seamless, easily accessible and standardised platform. 

The move comes as part of Nike’s Consumer Direct Acceleration (CDA), which was announced in June 2020.

“The new ‘Consumer Direct Acceleration’ is the “digitally empowered phase of our Consumer Direct strategy”, and aims to create “a clear and connected digital marketplace…more closely aligned with what consumers want and need,” Nike president and CEO John Donahoe told analysts at the time

Commenting on the Datalogue acquisition, Donahoe said: “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.”

Datalogue’s team will be integrated into Nike’s global technology organisation. The terms of the deal were not disclosed. 

Nike’s latest investment follows a series of acquisitions, including that of predictive analytics platform Celect in the summer of 2019, and Israel-based fashion technology company Invertex and leading consumer data analytics firm Zodiac in 2018. 

The company saw both earnings and sales grow in its second-quarter ended 30 November, thanks to a surge in online sales offsetting lower revenues in the group’s wholesale business and owned stores.