With customers following lockdown logging into Nike’s workout apps and a digital store, the Beaverton, Oregon-based company has been ready to collect extra data on purchasing habits, personal data, and workout regimes of tens of millions of people.
Within January and November this year, the Nike Run Club app boasted 15.4 million downloads across the world, and increased 45.3% as compared to the same period in 2019, according to data firm Sensor Tower. The Nike SNKRS online store app was downloaded 59.5% times more in 2019. Nike has data covering people’s height and weight to places and browsing habits. Nike can drill into these details to make ads and attract consumers, three investors in Nike and various analysts said.
They did not directly reply to a request for comment about how it utilizes app data.
The company’s practices usually appear to be in line with those of different retailers with superior e-commerce operations, according to lawyers who encourage retailers on how they can practice customer data.
Nike, however, has an “important advantage” across competitors because of its workout apps. It possible has numerous scientists utilizing the data to see if customers will permit higher prices, said Mary Hildebrand, who manages law firm Lowenstein Sandler’s privacy and cyber-security practice.
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