Nike has announced the acquisition of Virgin Mega, a tech start-up that is part of Richard Branson's Virgin Group. The terms of the transaction were not disclosed. The acquisition is meant to help Nike launch a new digital studio based in New York City, which will focus on innovative consumer experiences across the Nike Digital portfolio. Virgin Mega's former technical entrepreneurs will initially work on expanding the community and functionality of Nike's core mobile experiences for athletes. Virgin Mega was founded two years ago as a 12-person start-up proposing a new retail experience combined with mini-games and trivia quizzes relevant to the product.

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