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Predictive shopping: NIKE acquires demand sensing firm Celect


NIKE has acquired Celect, a leading retail predictive analytics and demand sensing firm based in Boston. The acquisition of Celect helps to drive NIKE’s Consumer Direct Offense strategy, which aims to serve consumers personally at a global scale.

Celect is a cloud-based predictive analytics platform that offers inventory management, merchandise planning and fulfilment optimization.

NIKE’s Consumer Direct Offense push has continued for a number of years. Previously, tech acquisitions in 2018 included: online fitting and product customization specialist Invertex, and consumer data analytics firm Zodiac.

“With the acquisition of Celect, NIKE greatly accelerates our digital advantage by adding a platform developed by world-class data scientists,” said Eric Sprunk, NIKE Chief Operating Officer. “As demand for our product grows, we must be insight-driven, data-optimized and hyper-focused on consumer behaviour. This is how we serve consumers more personally at scale.”

Celect, founded in 2013, holds a ‘cutting-edge intellectual property portfolio’ across data science and software engineering. Celect’s cloud-based analytics platform provides proprietary insights that allow retailers to ‘optimize inventory across an omnichannel environment through hyper-local demand predictions.’

Celect’s team will immediately be integrated into NIKE’s Global Operations Team and its co-founders will continue as tenured professors at the Massachusetts Institute of Technology, consulting NIKE on an ongoing basis.

“We’re thrilled to be joining the NIKE team, adding our unique and innovative capabilities to the data and analytics foundation they’ve been building over the years,” said John Andrews, Celect CEO.



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