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Nike's turnaround faces 'long, hard slog' despite CEO's return

By PulseAugur Editorial · [1 sources] ·

Nike's turnaround efforts under veteran CEO Elliott Hill are proving to be a challenging and lengthy process, despite some early successes. Hill, who returned to the company in September 2024, has focused on repairing retailer relationships and reinvesting in athletic innovation, leading to growth in wholesale and performance running segments. However, these improvements have been offset by declines in Nike Direct, digital sales, and struggles in key markets like China, leaving investors unconvinced and the stock price significantly below its peak. AI

RANK_REASON Major company turnaround effort led by a returning veteran CEO, impacting a large global brand and its stock performance. [lever_c_demoted from significant: ic=1 ai=0.1]

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AI-generated summary · Google Gemini · from 1 sources. How we write summaries →

Nike's turnaround faces 'long, hard slog' despite CEO's return

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Major company turnaround effort led by a returning veteran CEO, impacting a large global brand and its stock performance. [lever_c_demoted from significant: ic=1 ai=0.1]
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COVERAGE [1]

  1. Fortune TIER_1 English(EN) · Ruth Umoh ·

    Nike brought back a 32-year veteran to save the $60B brand. Two years later, its turnaround is still a ‘long, hard slog’

    CEO Elliott Hill has started fixing Nike’s business. Winning back the consumers and cultural cachet it lost could be much harder.

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