Nike continues its pursuit of sporting goods with digital technology. The company obtained a patent on Sept 4 to put data-collecting sensors on golf clubs to help golfers instantly analyze their swing, reported Bloomberg.

Last week, the company received a patent for a data collection system that places sensors and transmitters in shoes that automatically track the distance and time of a run or walk. The data could then be shared with the user by sending it to a mobile device or computer.

Nike, the world’s largest producer of sporting goods, said in documents posted on the website of the U.S. Patent and Trademark Office that collecting the data would make getting fit for golf clubs faster and more precise.

Nike has been integrating digital technology into sports equipment as a way for users to measure and improve results. In addition to recent patents, the company this year introduced a wristband that tracks daily activity and shoes equipped with sensors that can record such metrics as how high a basketball player jumps during a dunk.

And last month, Nike obtained a patent for a computerized radar system that places sensors on soccer balls and other equipment as a way to offer data analysis for team sports.

Nike spokeswoman Mary Remuzzi declined to discuss the patent with Bloomberg.

Beyond measuring performance, Bloomberg reported that the digital shoe sensors can help sell more shoes. For example, when someone wearing digital Nike shoes walks into a store, the sensor tells the salesman the kind of sneaker, the shopper’s identity and how long he or she has worn the shoe.

Advertising based on that data can be shown to the person wearing the shoes through an in-store terminal or by sending it to a mobile device. The system may also allow Nike to offer promotions based on how much the shoes are used.