Nike has acquired Datalogue, a high-tech company founded in 2016 that operates out of New York City. Datalogue has built a proprietary machine-learning platform to siphon information from apps, supply-chain systems, enterprise data and so forth. According to John Donahoe, Nike’s president and CEO, the acquisition will help Nike “transform raw data into actionable insights in real-time and across the enterprise.” Datalogue’s staff will be folded into Nike’s Global Technology group. The conditions for the acquisition have not been revealed, but according to Crunchbase, Datalogue raised $2.75 million in two rounds of funding.

Nike has been investing in high-tech firms at least since 2016, when it bought Virgin Mega, a digital design studio that develops gamified shopping apps. It took over shortly afterwards a data analytics company, Zodiac, and then Invertex, which has developed proprietary body scanning technology for fitting shoes and clothing. The Swoosh bought two other firms in 2019: Celect, which uses artificial intelligence to optimize inventory allocations, and TraceMe, the developer of a sports prediction app.