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Nike is bringing more tech to your game

Nike (NYSE: NKE) is playing Moneyball with its newest wave of approved patents. Last week, the athletic company received news that some of its technology-centric toys received the thumbs-up from the U.S. Patent and Trademark Office, the first step to a mass-digitisation of Nike’s athletic offerings.

Nike has a history of defining excellence in its field. From its vision-enhancing MaxSight contact lenses to auto-lacing sneakers, innovation is no stranger to this company. In this new batch of patents, Nike is vastly expanding its data collection capabilities in its golf, running, and field sports divisions. Sensors in golf clubs, shoes, and balls will map out a user’s performance for unprecedented analytical opportunities. Although Nike has dabbled with data collection before, these new sensors are poised to provide new athletic feedback for both Nike and its customers.

At the same time, Nike could also use this data to enhance its marketing techniques. A Bloomberg article released recently outlines a system that would allow Nike to customise each consumer’s individual experience. By simply walking into a store, salespeople could have access to how old and how travelled a person’s shoes are, or even what their golf swing looks like.

As companies like Facebook struggle with monetising mountains of data, and corporations like Teradata construct entire businesses out of “data mining,” Nike has officially joined the data dash.

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The Motley Fools purpose is to help the world invest, better. Take Stock is The Motley Fool’s free investing newsletter. Packed with stock ideas and investing advice, it is essential reading for anyone looking to build and grow their wealth in the years ahead. Click here now to request your free subscription, whilst it’s still available. This article contains general investment advice only (under AFSL 400691). Authorised by Bruce Jackson.

A version of this article, written by Justin Loiseau, originally appeared on fool.com

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