Nike CEO Elliott Hill's 5 Key Turnaround Changes in 2025

Elliott Hill became Nike's CEO in October 2024, addressing declining sales and growth stagnation.

His 2025 efforts include launching the Win Now strategy, restructuring leadership, repairing wholesale ties, adjusting pricing, and innovating retail spaces.

These changes aim to refocus on sport and athletes amid competitive pressures.

Elliott Hill returned to Nike as CEO in October 2024, following his retirement in 2020 from the role of president of consumer and marketplace.

He faced an uphill battle with the sportswear giant experiencing declining sales, sluggish growth, and rising competition from upstart rivals.

In the quarter before his start, Nike's revenue fell 10% year over year to $11.6 billion, after flat growth in fiscal 2024.

Nike shares increased about 8% on the day of his appointment announcement in September.

Initial Strategy Launch

Hill quickly reevaluated practices and launched his turnaround approach.

On a December 2024 earnings call, he stated, "We lost our obsession with sport." He added, "Moving forward, we will lead with sport and put the athlete at the center of every decision."

During the most recent quarter, Hill noted to investors that the comeback "won't be a straight line."

Nike's Win Now strategy serves as an immediate response to challenges and opportunities, focusing on five areas: culture, product, marketing, marketplace, and in-person presence.

This sports-driven reset realigned about 8,000 employees around core categories including running, basketball, football, training, and sportswear.

The approach centers the athlete in all decisions, as Hill emphasized in a March earnings call: "at the center of everything that we do."

Performance in Key Categories

The running category leads the initiative, with Nike reporting over 20% growth in its running business for the quarter ending November.

This marks the second consecutive period of comparable growth, signaling the direction of Hill's leadership.

In May 2025, Elliott Hill restructured Nike's consumer, product, and brand leadership into three focuses: consumer and sport, marketing, and product creation.

The former president of consumer, product, and brand retired during this overhaul.

Hill promoted four insiders to senior roles reporting to him: Amy Montagne as president of Nike, Phil McCartney as chief innovation, design, and product officer, Nicole Graham as chief marketing officer, and Tom Clarke as chief growth initiatives officer.

He also hired Michael Gonda as communications chief.

December Organizational Changes

In December, roles of chief technology officer and chief commercial officer were eliminated.

Nike created a chief operating officer position to "integrate technology more seamlessly into our sport offense," as Hill stated in a public employee note.

Venkatesh Alagirisamy, a 20-year Nike veteran, assumed the role on December 8.

General managers in all regions now report directly to Hill, who commented on a recent earnings call: "It's clear how important it is to stay closely connected to what's happening on the ground, from intern to CEO, and every role I've held in between, I've felt that way."

Elliott Hill addressed frayed ties with wholesalers like Foot Locker and Dick's Sporting Goods, strained by Nike's prior direct-to-consumer emphasis.

Since his return, efforts to mend these relationships included re-entering Amazon and forming partnerships with smaller retailers such as Urban Outfitters and Aritzia.

Nike's wholesale revenues rose 8% year over year to $7.5 billion in the quarter ending November 30.

Shifts in Promotions and Pricing

Hill aimed for a more elevated consumer experience, noting in a January interview that Nike had become "too promotional" on its site.

He stated, "Being premium also means full price. We'll focus on promotions during traditional retail moments, not at the consistent levels we are today."

In March, he reported zero promotions on Nike Digital—including website and app—in North America for January and February, compared to over 30 in the same period of 2024.

These reductions accompanied surgical price increases to mitigate 2025 tariffs.

Nike's 68,000-square-foot House of Innovation, a six-story flagship opened in 2018, serves as the blueprint for store layouts.

The first floor focuses on running, with the rest organized by sport, gender, and age, showcasing advanced products.

Hill revamped this store to emphasize sports-driven retail, frequently citing it as a model in his first year.

In September, he told investors: "It's an immersive sport experience, and the refresh has already led to double-digit revenue increases."

Overall Impact and Path Forward

These changes collectively aim to restore Nike's sports obsession and competitiveness.

While the turnaround involves both major and minor adjustments, Hill's focus on athletes, streamlined leadership, balanced partnerships, premium positioning, and experiential retail positions the company for recovery.

The efforts reflect a comprehensive reset to navigate ongoing market challenges.