Nike buys custom fit start-up from Israel

The Israeli based computer vision firm was bought for an undisclosed sum and is Nike’s second acquisition in recent months following its purchase of consumer data business Zodiac in March.

Invertex found David Bleicher has previously the technology as a “mass customisation” tool that enables customers to fit products to customers online through mobile applications that scan shoppers bodies.

The business has also launched a smart mat product that uses maching learning to scan feet in-store and achieve what the business calls “unprecedented” levels of sizing reccomendations.

Nike said the deal would deepen its digital capabilities at a time when it is rushing to capitalise on growing demand for online experiences.

“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,” said Nike Chief Digital Officer, Adam Sussman.

Nike said Bleicher and his team will focus on “ground breaking innovations” under the Nike umbrella.

“Nike’s connection to and understanding of their consumer is unsurpassed and we look forward to joining their team to help drive the Consumer Direct Offense,” Bleicher said of the deal.