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It could’ve been worse for Nike.
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The new CEO has a monumental task ahead of him as he begins work on Nike’s turnaround strategy. Success means resetting expectations, showing evidence of meaningful innovation, recapturing the attention of sneakerheads and earning the trust of retailers.
Nike is experiencing its worst slump in a decade, even as its competitors thrive. Insiders, athletes and fans pin the blame on changes made over the last few years that led to stalling innovation, disruptive restructurings and uninspired marketing.
The return of company veteran Nicole Hubbard Graham as CMO and the rollout of its ‘Winning Isn’t for Everyone’ campaign have helped fuel a push to restore Nike’s marketing glory after the brand ran off course. 'Do I think Nike stopped believing that the notion of winning could continue to grow this brand? Maybe.'
Marc Bain is Technology Correspondent at The Business of Fashion. He is based in New York and drives BoF’s coverage of technology and innovation, from start-ups to Big Tech.
From $50 cashmere to Dom Pérignon champagne, the everything store for the aspirationally bougie is outrunning the ghosts of DTC past.
A disappointing US employment report surprised economists and investors, but was old news for the apparel sector, where the labour market has stagnated for years.
Join us on Tuesday, March 17 at 15:00 GMT / 10:00 EST for the next BoF Professional Masterclass on The State of Fashion 2026.
Nordstrom’s co-CEO and president joins Imran Amed to discuss the retailer’s 125-year history, why he believes the department store model still works and how taking the company private is shaping the company’s next chapter.
From the impact of the war in the Middle East to the future of Saks to the Kering conundrum, Imran Amed shares his intel and insight from the trenches of the latest ‘fashion month.’
Owner Lanvin Group said it is ‘fully committed’ to the French label’s development under creative director Peter Copping, with CEO Andy Lew in charge of management.
In a post-fashion month debrief, BoF founder Imran Amed and editor-at-large Tim Blanks assess how the biggest houses are bedding in under new creative leadership at Chanel, Gucci, Dior and more.
From $50 cashmere to Dom Pérignon champagne, the everything store for the aspirationally bougie is outrunning the ghosts of DTC past.
