This acquisition serves Nike's Consumer Direct Offense strategy announced in 2017, with the aim of leveraging digital technologies to serve consumers personally at scale. Among Nike's other acquisitions following this strategy are Invertex (computer vision for online fitting and customization) and Zodiac (predictive analytics to forecast consumer behavior and lifetime value). AI is helping the consumer goods sector with consumer analytics and product customization while achieving supply chain efficiency and scalability. Clients in this sector should consider adopting relevant technologies; those seeking to gain proprietary technical advantages should consider acquiring technologies for internal integration like Nike has done.
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