What Does Nike'S Technology Startups Who Buy The 12 People Want To Do?

"Every time virgin companies leave the group, I always get sentimental, and so do the same family...

I am sad to see Ron and his team leave, but now they will have a brand new digital innovation studio in the central area of New York, where they will create and train the next generation's mobile experience, and I can't wait to see it all. "

The above passage comes from the personal blog of Sir Richard Branson, founder of Virgin Group, in August 3rd. The company in his mouth is the former virgin MEGA company, and the technical team of the 12 people has been arrested recently.

The company officially acquired.

In the public statement of Nike, the specific terms of the acquisition were not mentioned, but they said that the newly established studio will be mainly responsible for "expanding the Nike core mobile terminal experience community and function".

With its own market team and cooperation with many organizations such as AKQA, R/GA and Wieden+Kennedy, why does Nike have to take this small technology start-up company under its banner?

Ron Faris, founder and CEO of virgin MEGA, joined Virgin Group in 2006 as head of brand marketing and experience department.

He sponsored the free music festival of Virgin Mobile, and was responsible for artists and artists.

Contact and cooperate, such as Lady Gaga and New York Nicks.

In 2013, Faris proposed to brandson the idea of creating a new virgin subsidiary - one for fans, community and mobile.

Service technology companies.

Sir Richard Branson, founder of Virgin Group

In an interview with Business Insider, Faris said: "I left the post of Virgin Mobile in charge of the market to form a technology entrepreneurial team, mainly because I understand the needs of users, especially the millennial generation (who was born in 1984-1995), and they are eager to establish connections with their favorite brands through mobile devices.

Through my cooperation with BuzzFeed and other companies, as well as the experience in the mobile terminal and hosting the music festival, I know that millennials need this experience -- establishing an emotional connection with their favorite brand. "

Virgin MEGA is relatively mysterious, and it has not produced any exciting news, nor has it used the name of Virgin Group to promote itself.

But it still got venture capital, and from the FirstMark Capital, Softbank, Lerer Hippeau, QueensBridge Venture Partners and music tycoon Troy Carter harvested the unknown amount of seed rotation funds.

Faris's plan for virgin MEGA is to build a team of engineers and product personnel to use data to measure new mobile experience.

Their first product is APP, called MegaLine, which allows fans to line up with other queuing fans online while waiting for some exclusive products.

Users can "plug in" in this form and make themselves closer to the goods that are about to be sold.

These exclusive products range from breakfast cereal to T-shirt designed by hip-hop artist Cam'ron, from A$AP Rocky jewelry to Valentine's Day doughnut necklace.

Faris said, "at the music festival, I was often shocked by fans who were waiting at the door. I saw many children queuing up in the rain. They were full of energy. Not all queues were in a bad mood.

So I think we can change magic in queuing, and fans of these queues share their love for a product -- a football game, a concert or Nike sneakers.

Not long ago, virgin MEGA discussed with Nike how to work together to create a mobile experience for the shoe toe (fans) community. These fans often spend hours queuing for the latest sports shoes.

As we all know, whenever Nike has new sneakers on sale, whether Beijing or Losangeles, Nike stores around the world will have a long queue. Sometimes fans can hardly harvest the shoes they dreamed of.

The MegaLine APP may provide some new ideas for Nike. Fans can queue up online and answer questions related to enterprises and products, so as to help those fans who are more experienced and know more about products to buy their favorite products.

Ron Faris, founder and CEO of Wei Zhen MEGA

"We explored the pattern of cooperation, and then found that we are very well suited to culture, and our cooperation can stimulate synergy," Faris said. "In fact, Nike's passion for their communities and products is the quality that we have been looking for partners.

After several discussions, the acquisition was realized. "

Faris said that Sir Branson and Virgin Group also believe that MEGA and Nike have many "identical DNA", so they think it is reasonable to put MEGA to Nike.

Faris and his team came to Nike's primary goal is to help Nike SNKRS APP get more community attention, and this is very likely to use Faris in Virgin Group for many years accumulated in the music field contacts.

In Nike's recent earnings call conference, the company promised to continue to increase its business through digital investment.

Andy Campion, chief financial officer of Nike, said he wanted to create demand. "We have increased investment in digital users and sports marketing strategically, and the traditional advertising strategy is also more efficient."

"Mobile terminal innovation and personal customization services are dominating this area, which is why we invest in integrating digital and physical stores.

We will work closely with the best wholesalers who share the vision of the future retail business, and also let our users know more about the products they want, "said Nike CEO Mark Parker.