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Nike acquires Israeli computer vision company Invertex

Nike has acquired Invertex, a computer vision firm based in Tel Aviv, Israel, as it continues to strengthen its digital technology platforms.

The team will be tasked with building what the global sportwear and shoe brand described as “ground-breaking innovations to help Nike serve millions of members around the globe”.

Invertex specialises in 3D scanning technology which can boost the customer eCommerce experience and aid mass customisation in product lines. The company is viewed as an expert in online fitting technology, with its mobile applications able to analyse a consumer’s anatomy in detailed three dimensions to assess the correct fit.

Nike chief digital officer Adam Sussman commented: “The acquisition of Invertex will deepen our bench of digital talent and further our capabilities in computer vision and artificial intelligence as we create the most compelling Nike consumer experience at every touch point."

David Bleicher, CEO of Invertex, said his company looked forward to joining the Nike team and helping their direct-to-consumer push.

Terms of the acquisition were not disclosed, but it is the second technology takeover by Nike in the space of a month.

In March, the company acquired Zodiac, a consumer data analytics firm based in New York City and Philadelphia.

Sussman said at the time that the deal added “world-class data-science talent and best-in-class tools to power one to one relationships with consumers through digital and physical consumer experiences”.

Both acquisitions are part of Nike’s “Consumer Direct Offense”, a company strategy established in 2017 that aims to drive more personal consumer engagements at scale via the use of digital platforms and new innovations.

RBTE takes place at London’s Olympia, 2-3 May 2018.

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