Nike Inc. announced it has acquired Zodiac Inc., a leading consumer data analytics firm based in New York City and Philadelphia, as it accelerates its Consumer Direct Offense strategy to serve consumers faster and more personally at scale.

“The acquisition of Zodiac demonstrates our commitment to further accelerating Nike’s digital transformation and enhancing our consumer data and analytics capabilities to help us serve consumers globally,” said Adam Sussman, vice president and chief digital officer, Nike, Inc. “We’re adding world-class data-science talent and best-in-class tools to power one-on-one relationships with consumers through digital and physical consumer experiences.”

Artem Mariychin, Zodiac CEO, commented, “Nike’s incredible connection with consumers and its global scale make it a perfect home for Zodiac’s team and capabilities. We are excited to become part of Nike to help power the Consumer Direct Offense across the world.”