Nike uses a predictive analytics platform, built on technology from its 2018 acquisition of Zodiac, to forecast the future spending behavior and long-term value of individual customers. This system helps Nike decide which customers to target, when, and with what offers.

Zodiac's platform applies predictive behavioral models and customer analytics to Nike's transaction and app engagement data to estimate how much each customer will spend over their lifetime as a Nike buyer. The AI input is purchase history, app engagement, browsing behavior, and demographic data; the output is individual-level customer lifetime value scores and predicted future purchasing patterns. Nike's then-CEO Mark Parker stated at the time of acquisition that Zodiac's tools would 'help us deepen relationships with consumers all over the world with a primary focus on our NikePlus members.' Following the acquisition, Zodiac became a standalone division working exclusively for Nike.