""We lost our obsession with sport," Hill said on a December 2024 earnings call. "Moving forward, we will lead with sport and put the athlete at the center of every decision.""
""won't be a straight line.""
""immediate response to our biggest challenges and opportunities""
Elliott Hill returned to Nike as CEO in October 2024 to address declining sales and competitive pressure. He launched a sports-focused turnaround that restructured senior leadership, raised prices, and sought to repair wholesale partnerships. Nike revenue had fallen 10% year over year to $11.6 billion in the quarter before his start, and shares rose about 8% on his appointment. Hill's "win now" strategy centers on culture, product, marketing, marketplace, and in-person presence. The plan realigned about 8,000 employees around core categories — running, basketball, football, training, and sportswear — and emphasizes putting the athlete at the center of decisions. Hill warned the comeback will not be a straight line.
Read at Business Insider
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