Nike Buys Predictive-Analytics Company in Fresh Digital Push

Nike Inc. has purchased a data-science firm that it believes will provide new insight into what its customers want, and how to deliver it.

The acquisition of Boston-based Celect dovetails with Nike’s biggest initiative -- its digital presence. In just the past year, Nike has debuted a new type of retail store, enhanced its member app and unveiled a new product line, all of which is centered on learning more about its customers on an individual level.