Nike has acquired Celect a cloud-based analytics platform that provides proprietary insights that allow retailers to optimise inventory across an omni-channel environment through hyper-local demand predictions. Celect’s team will immediately be integrated into Nike’s global operations team.

Celect is a retail predictive analytics and demand sensing firm based in the US. Celect, founded in 2013, holds an intellectual property portfolio across data science and software engineering. By joining Nike, Celect will add its unique and innovative capabilities to the data and analytics foundation Nike has been building over the years. With the acquisition of Celect, Nike will greatly accelerate its digital advantage by adding a platform developed by world-class data scientists. As demand for its product grows, Nike expects to be insight-driven, data optimised and hyper-focused on consumer behavior and serve consumers more personally at scale.

Nike’s women's category grew double digits in fiscal ’19 accelerating in the back half of the year. The Air Max Dia, a women's sneaker, helped drive double-digit growth in the women's category last quarter. As of now the category makes up less than a quarter of total revenue. The Nike app provides the complete shopping experience on mobile for the brand, and growth has been strong here, too.