Nike’s acquisition of consumer data analytics firm Zodiac is another step toward the brand’s goal of creating personalized marketing campaigns. The strategic move, announced Thursday, is part of Nike’s Consumer Direct Offense initiative set into motion last year.

“The acquisition of Zodiac demonstrates our commitment to enhancing our ability to serve consumers 1:1, powered through a deep understanding of their goals and needs,” Ilana Finley, Nike’s senior director of North America communications told AListDaily.

Access to Zodiac’s analytics tools and data science talent will allow the company to “power 1:1 relationships with consumers through digital and physical consumer experiences,” the company said.

Nike has already poured significant attention and financial investment into creating these experiences.

The brand’s mobile SNKRS app uses GPS and augmented reality to create geo-located experiences and hidden “stash spots” that give surprise alerts for dedicated users to find. Users can buy the sneakers directly through the app or at their nearest Nike or wholesale store.

For the drop of the Nike SB Dunk High Pro “Momofuku,” consumers were given the opportunity to purchase by scanning an image of David Chang’s Fuku East Village menu.

After the NBA All-Star Game last month, fans attending the Jumpman afterparty got the chance to scan special Snap codes, allowing them to pre-purchase new Air Jordan shoes and have them delivered later that same night. The shoes sold out within half an hour.

Nike’s New York “By You” studio opened in September that allows guests to design a custom pair of shoes and have them manufactured in around 90 minutes.

The Consumer Direct Offense initiative was created last June to drive growth in 12 cities across 10 countries: New York, London, Shanghai, Beijing, Los Angeles, Tokyo, Paris, Berlin, Mexico City, Barcelona, Seoul and Milan. These key cities and countries are expected to represent over 80 percent of Nike’s projected growth through 2020.

Nike credited the initiative with driving double-digit international growth in the third quarter of 2018.

“We now see a significant reversal of trends in North America as momentum accelerates through the scaling of new innovation platforms and differentiated Nike consumer experiences expand across the marketplace,” Mark Parker, chairman, president and CEO of Nike said alongside the Q3 earnings.

Trevor Edwards, former president of the Nike Brand, was in charge of the Consumer Direct Offense program and led Nike’s direct-to-consumer teams. Since his resignation on March 15, Edwards’ responsibilities will be split between Elliott Hill, former President of Nike Geographies and Michael Spillane, who will continue to lead all categories, design, product and merchandising.