Nike Inc. said it acquired Virgin Mega, a 12-person startup that is part of Richard Branson’s Virgin Group.
The company revealed the acquisition while announcing that it will open a new digital studio based in New York City, focused on pioneering engaging consumer experiences across the Nike Digital portfolio.
The digital studio will house a newly acquired team of tech entrepreneurs, formerly of Virgin Mega, who will initially work on expanding the community and functionality of Nike’s core mobile experiences to better serve athletes everywhere. This team of mobile experts is at the center of technology, culture and commerce, and will enable Nike to capitalize on the latest market and consumer opportunities.
“I’m excited about the expertise that the NYC digital studio will bring to Nike,” says Adam Sussman, Nike’s VP and CEO. “This new team will greatly advance our efforts to build strong, authentic connections to our consumers by delivering fun, innovative experiences, easy access to our products and robust community engagement.”
