Nike has invested in California-based start-up Reflektion, an innovator in online retail predictive analytics.

“We’re impressed by Reflektion’s technology and the potential its personalisation capabilities offer to further enhance our consumers’ online experience,” said Nike’s president of direct to consumer, Christiana Shi.

At its investor meeting last autumn, Nike said it expects its e-commerce business to be one of the company’s biggest drivers of revenue growth in coming years and that its Nike.com revenues are expected to grow four-fold by the end of FY17. Nike sees strategic partnerships as a key element of its growth strategy.

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