Nike recently acquired Celect, a retail predictive analytics and demand sensing firm based in Boston. Celect is Nike’s latest acquisition fuelling its consumer direct offense strategy, serving consumers personally at a global scale. Celect, founded in 2013, holds a cutting-edge intellectual property portfolio across data science and software engineering. Celect’s cloud-based analytics platform provides proprietary insights that allow retailers to optimise inventory across an omni-channel environment through hyper-local demand predictions, according to Nike.