
Nike avanza en digitalización compra la ‘start up’ Trace Mee
Nike da un paso más en su apuesta por la tecnología. El gigante estadounidense de moda deportiva ha comprado la start up del quarterback de la NFL Russell Wilson, especializada en conectar a las celebrities con los aficionados.
Los términos económicos del acuerdo no se han desvelado, aunque la compañía ha confirmado a Footwearnews que “será un suplemento a la estrategia de contenido de la compañía a través de las plataformas propias”.
La empresa fue fundada en 2017 y comenzó como una app para que las estrellas del deporte, la música o el cine. Sin embargo, a mediados del año pasado comenzó a pivotar hacia un segundo producto, la app Tally, especializada en la predicción deportiva.
Funciona como un juego de apuestas, en el que el usuario puede personalizarlo en función a sus gustos en cualquier club, partido y competición deportiva. La app ha desarrollado un sistema de competición junto a otros usuarios, de forma que los que más acierten escalan en el ránking general. Se trata de “una experiencia complementaria a los encuentros”, afirma Willson.
Por parte de Nike, esta no ha sido la única compra que ha realizado para reforzar su presencia digital. Recientemente lanzó un nuevo proyecto de criptomonedas y, además, adquirió Celet, una compañía encargada de recopilar datos para analizar las tendencias de consumo y adaptar los productos de retail en función de la demanda.
La compañía estadounidense ha cerrado el primer trimestre con un alza en las ventas del 7%, hasta 10.660 millones de dólares (9.689 millones de euros). El beneficio neto, por su parte, se disparó un 25%, hasta 1.367 millones de dólares (1.242,5 millones de euros).
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