Agenda-setting intelligence, analysis and advice for the global fashion community.
On Monday, Elliott Hill arrived at the starting block for his new role as Nike’s chief executive with a long row of hurdles in front of him.
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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.
Sales missed expectations and the company withdrew its guidance, laying bare the challenges facing Elliott Hill as he prepares to lead the brand.
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.
Lei Takanashi is a Correspondent at The Business of Fashion (BoF). He is based in New York City and covers menswear, streetwear, young consumer trends, and the intersection between fashion and culture.
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