Nike CEO Elliott Hill's first year: Wall Street grades his comeback plan a B.

Published: Tuesday, October 14, 2025 at 9:56 am

Nike CEO Elliott Hill's First Year: A Comeback in Progress

Nike's new CEO, Elliott Hill, is one year into his tenure, tasked with revitalizing the sportswear giant. Hill, who previously held the position of president of consumer and marketplace before retiring in 2020, returned to the company on October 14, 2024, to address declining sales, slowing growth, and increased competition. His appointment in September of the same year initially sparked optimism, with Nike shares experiencing an 8% jump.

Hill's strategy, dubbed the "win now" plan, launched in March, focuses on reorienting the company around specific sports, such as running and basketball, rather than demographic categories. This shift aims to regain Nike's competitive advantage in key areas.

While it's still early in the turnaround process, analysts are cautiously optimistic. Some experts believe Hill's plan shows promise in restoring Nike's dominance in running and retail. However, the progress has been slower than anticipated, leading some analysts to grade the comeback effort with a B. The company's performance in the coming months will be crucial in determining the long-term success of Hill's strategy.

BNN's Perspective:

The task facing Elliott Hill is undoubtedly challenging. While the initial response to his appointment was positive, the road to recovery is proving to be a marathon, not a sprint. The focus on sports-specific strategies seems like a sensible approach, but the market is dynamic. Nike needs to demonstrate consistent progress to maintain investor confidence and fend off the competition. The B grade suggests there's still work to be done, but the early signs are encouraging.

Keywords: Nike, Elliott Hill, CEO, turnaround, strategy, sales, growth, competition, sportswear, retail, running, basketball, analysts, win now, business

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