Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

A Memo to Elliott Hill on His First Day at Nike

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.
New Nike CEO Elliot Hill
Elliott Hill's first Nike tenure lasted over 30 years, from starting as an intern in 1988 to his first retirement in 2020. The incoming CEO faces a monumental task to lift the sneaker giant from its slump. (Nike)

Nike has a fresh-faced new hire starting Monday.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

How Nike Ran Off Course

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.

About the author
Daniel-Yaw Miller

Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.

In This Article

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Sports

Why On’s Hot 2025 Turned Into a Cautious 2026

On finished its 2025 fiscal year with 30 percent sales growth. Despite its successful run last year, the company isn’t getting ahead of itself for 2026. Co-founder David Allemann explains that and more in today’s newsletter.


What Is Nike Doing With Its ACG Label?

The activewear giant seems intent on turning its nearly 40-year-old niche outdoor fashion brand into a mainstream success. The plan hinges on convincing backpackers and athletes its rugged technical gear can perform just as well as The North Face or Arc’teryx.


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON