John Donahoe

Apple chief Tim Cook, the longest-tenured member of Nike’s board of directors, is helping guide co-founder Phil Knight and executive chairman Mark Parker through one of the sportswear giant’s toughest years ever.

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.

Quarterly earnings on Tuesday are likely to paint a bleak picture, but also provide the new regime an opportunity to lay groundwork for a recovery.

Elliott Hill’s return to Nike Inc. as CEO underscores broader industry challenges and the growing need for revitalisation.

The embattled chief executive will make way for Elliott Hill, a Nike veteran who had retired from the brand in 2020.

Speculation about the chief executive’s future is now happening in the open public as pressure grows on Nike's management to enact a turnaround — and do it sooner than later.

The sportswear giant is betting on Jordan brand’s latest ‘World of Flight’ retail concept in Beijing to kickstart sales in the region, amid increasing competition from home grown players Anta and Li-Ning.

The sportswear giant posted flat sales in its latest quarterly report, beating Wall Street expectations. To fully recover, the business must demonstrate greater product innovation, analysts say.

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.