Nike (NYSE:NKE) has acquired Zodiac Inc., a consumer data analytics firm.

This is a deal that “demonstrates our commitment to further accelerating Nike’s digital transformation and enhancing our consumer data and analytics capabilities to help us serve consumers globally,” says Chief Digital Officer Adam Sussman.

“We’re adding world-class data-science talent and best-in-class tools to power 1:1 relationships with consumers through digital and physical consumer experiences.”

After-hours gains following the company’s solid Q3 earnings have grown to +6% alongside a conference call where CEO Mark Parker pointed to a “significant” reversal of trend in North America.

That comes after a year where the company dealt with inventory buildup and store closures at home.

This is a big data move. Zodiac is a leading consumer data analytics firm based in New York City and Philadelphia, as it accelerates its Consumer Direct Offense strategy to serve consumers faster and more personally at scale.