The Journal. Can Nike Make Its Shoes Cool Again?
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Nov 18, 2025 
Elliott Hill, CEO of Nike and a veteran of the company, shares insights on his ambitious turnaround strategy after recent sales declines. He discusses the pitfalls of Nike's e-commerce approach and the impact of retro sneaker saturation. Hill emphasizes a renewed focus on athlete-first products and innovation, revealing exciting experimental products from Nike's R&D lab. The conversation also touches on rebuilding partnerships with retailers like Foot Locker and Amazon, aiming to restore Nike's competitive edge in a fragmented market.
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From Intern To CEO
- Elliott Hill began at Nike as an intern moving boxes and taking customer calls and rose through 37 years of roles at the company.
- His personal history fuels an emotional attachment to Nike that colleagues and media notices when he speaks about the company.
A Make-or-Break Moment
- Nike's stock is about half its value from three years ago after five quarters of sales declines.
- Elliott Hill says the company shows signs of improvement but the next period will decide if the turnaround sustains.
E-Commerce Bet And The Panda Problem
- Nike's push into direct-to-consumer e-commerce and reduced wholesale partnerships cut sales rather than increasing margins.
- Overproduction of retro shoes like the Panda Dunk exhausted demand and hurt sustained sales.