Elliott Hill, who became Nike’s CEO in October 2024, has spent 2025 driving a sports‑focused turnaround. He launched the “win now” strategy, realigning 8,000 employees around core sports categories like running, basketball, and football.
Nike CEO’s Buzy First Year
Running has led the reset, with sales growing over 20% last quarter. Hill revamped senior leadership, promoted insiders, and created a new COO role to integrate technology.
He also mended ties with wholesale partners, returning Nike to Amazon and boosting wholesale revenue by 8%. Pulling back on promotions, Hill raised prices to reinforce Nike’s premium positioning. He refreshed the House of Innovation store, driving double‑digit gains.
