Confirmed: Nike has picked up Russell Wilson's Tally/TraceMe in a rare acquisition

Ingrid Lunden
Confirmed: Nike has picked up Russell Wilson's Tally/TraceMe in a rare acquisition

Nike has long been synonymous with premium sneakers and other sports gear, but now the company could be extending its brand into another area -- digital media -- thanks to the rumored acquisition of a Seattle-based startup. TechCrunch has learned and confirmed that the multibillion-dollar sports giant has acquired TraceMe, which originally built an app to let fans engage with sports stars and other celebrities before later pivoting into a service called Tally, a platform aimed at sports teams, broadcasters and venues to help fans engage around sporting events. TraceMe was originally founded by Russell Wilson, the champion quarterback of the Seattle Seahawks, who was the executive chairman of the startup.