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Why Nike’s Buying a Data Science Company—Again

Nike just took another data-focused fashion tech company off the market. On Wednesday the Oregonian athletic apparel firm announced its acquisition of Celect, a Boston-based firm specializing in predictive analytics and demand sensing. It’s Nike’s third data-science-related acquisition in the past 18 months, including its purchase of Zodiac and Invertex, whose technology powers the footwear…

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