Nike appoints Elliott Hill as new CEO amid DTC strategy shifts
Nike announced Elliott Hill as its new CEO, effective October 14, 2024, following John Donahoeโs retirement. Hill, a seasoned executive who served as Nike’s president of consumer and marketplace before retiring in 2020, brings over three decades of experience to the role. He will also join the companyโs board of directors.
The leadership change comes at a crucial time for Nike, which has faced challenges from its direct-to-consumer (DTC) strategy. Under Donahoe’s leadership, Nike emphasized its DTC model, but recent performance struggles and a 2% drop in revenue prompted a strategic pivot toward balancing DTC with wholesale partnerships.
Hillโs return is seen as an opportunity to rejuvenate the brand. Known for his deep understanding of Nikeโs culture and global markets, Hill aims to drive bold product innovation and reignite the companyโs competitive edge. “Iโm ready to help lead Nike to an even brighter future,” Hill said, expressing his commitment to fostering new partnerships and delivering innovative products.
Nikeโs leadership shift marks an important moment as the company seeks to refine its strategy and maintain its position as a leader in the sportswear industry.
Download Our Free Magazine
Get Industry Insights, Trends & Latest Innovations in the Textile & Apparel Industry
