marketcomeback

By @MrJangKen • ID: 766881381 • October 21, 2025

Nike, the world’s most recognized sportswear brand, is charting a comeback after a turbulent few years that saw its market value plunge and competitors gain ground. Once valued at more than twice its current level during the pandemic boom, the company is still fighting to reclaim its dominance — and its shelves.
In an exclusive interview at Nike’s headquarters in Beaverton, Oregon, CEO Elliott Hill discussed his strategy to restore the company’s growth trajectory through innovation, sport, and consumer trust. Nearly a year into his leadership, Hill said the focus is now squarely on reconnecting with Nike’s roots and reshaping its competitive edge.
“My first day on the job, my slide said two things: we’re a sport company, and we’re a growth company,” Hill told CNBC. “When we grow sport, we grow the overall marketplace — and when that happens, I like our chances of growing.”
A three-decade Nike veteran, Hill returned from retirement last year to take the helm after the company’s steepest single-day stock drop in its history — a staggering $28 billion wipeout. Since then, he’s restructured Nike’s operations around individual sports rather than traditional product lines like men’s, women’s, or kids’. The intent, he says, is to “bring back the sharpness of sport” and directly confront fast-growing rivals such as On Running and Hoka, both of which have captured consumer attention with fresh, performance-driven products.
Industry analysts agree Nike’s pullback from key wholesale partners — a decision made under former CEO John Donahoe — gave competitors an opening. In its drive to prioritize direct-to-consumer sales, Nike cut back on supplying major retailers such as Foot Locker and Dick’s Sporting Goods. That shift paid off during lockdowns, but as the world reopened, direct sales began to stagnate, leaving shelves open for others to fill.
“That was a mistake,” said Stacey Widlitz, president of SW Retail Advisors. “When you pull back from that channel and withhold some of your best and newest product, someone else comes in and fills those shelves.”
Hill didn’t shy away from the reality of the challenge. “We opened shelf space,” he admitted, “and now we’re having to earn it back. But our teams are excited to pivot to a new offense.”
While he declined to share details about upcoming innovations, Hill hinted at a renewed focus on product creativity and sport-led design, signaling that Nike’s comeback will depend on reigniting the spirit of athletic performance that built the brand in the first place.
Still, obstacles remain. The company continues to grapple with excess inventory and $1.5 billion in tariff-related costs, weighing on margins as it tries to rebuild momentum.
For now, Nike’s comeback playbook rests on a clear mission: to reclaim its spot on the shelf — and in the hearts of athletes and consumers around the world.
#NikeNews #SportswearIndustry #MarketComeback #AthletePerformance #RetailStrategy