To counter current challenges being faced by the brand in its retail and sportswear markets in India and globally, Nike has decided to replace its CEO John Donahoe with Elliott Hill, a long-time executive who retired in 2020.

An experienced company veteran, Hill will help Nike reconnect with its staff and retail partners. His primary task will include rejuvenating Nike’s sneaker offerings and rebuilding the brand’s position in the running category.

Hill will also focus on upgrading Nike’s fashion statement to enable it to compete with Adidas. Similar to Zara, he will accelerate the brand’s product development to ensure a consistent flow of the brand’s new footwear in the market and avoid depending on popular models.

Additionally, Hill will help Nike reconnect with old retail partners, to make its products available in stores. He will assist the brand regain consumers’ trust, and boost sales in this highly competitive retail environment.

Majority of Nike’s current struggles stems from Donahoe’s strategy to reposition the company as a tech power house and a luxury brand. Donahoe’s policies led to the brand’s footwear portfolio struggling to survive as its popular sneaker models, such as the Airforce 2 and Air Jordan 1 lost popularity. Consumer preferences shifted towards retro styles like Adidas' Samba, However,

Nike was slow to pivot to this trend. On the other hand, Bjorn Gulden, CEO, Adidas was quick to ramp up production of in-demand styles, gaining market share.