ঈশ্বরকে ধন্যবাদ, নাইকি আবার নাইকের মতো অনুভব করে
There are no more fairy tales in business. Nike’s CEO, Elliot Hill, started as an intern. I worked every job imaginable at the company. When John Donahoe was brought in from Bain in 2020, he was named as the CEO’s preferred candidate. And then, self-retired, and a charter member of the Silver Foxes Baseball League in Austin, the rebound wave broke from the clouds, and Hill boarded a flight back to Beaverton. Now, a year into the role, Hill is still grappling with the effects of Covid on Nike, (at least partially) created by Donahue, who increased his profits by selling old sneakers to people at home, while restructuring the core innovation teams that had made Nike successful for decades. When Hill emerged in 2024, Nike’s revenue was down 10% year-over-year. This year, they are down 9.8%, and Trump’s tariffs have lopped $1.5 billion off Nike’s bottom line. “One point five billion,” rolls off Hill’s tongue as we sit together in a plush office atop Nike’s LeBron James Innovation Center in Beaverton, Oregon—a number I don’t need to say out loud because it’s clearly etched in his mentality.
After a year of Hill’s media quarantine, I was invited with a small group of international journalists to peek at what Hill has up his sleeve—and let me be honest that it was a little strange to be back so soon. I was at Nike in March 2024 when I profiled Donahoe, doing a cover story for Spring. The campus felt a little dead then; it turns out multiple executives were biting their tongues. Keep in mind that most Nike leaders are a group of people who have been there for decades (often 20 and 30 years). They have taken ownership of the Nike ethos, like a family sharing a kitchen cabinet. And I don’t think it was just about the endless buffets of salmon and vegan lox that Nike throws at the press: the campus felt more enthusiastic. The interviews felt less guarded. But more importantly, Nike’s new product line actually felt more exciting than anything Nike had produced in years. Nike didn’t invite us here for a casual photoshoot; he intentionally cultivates his own transformation narrative. The company has something to prove to fans and shareholders alike: that it can still innovate. But he makes a strong case that he can. From Project Amplify, a shoe exoskeleton, to the brain-hacking Nike Mind shoe, a new inflatable jacket called Project Milano, recycled fabrics known as Aero-FIT that are 2x more breathable, every big new idea from Nike seems more promising than another Dunk colorway.
Here are four main takeaways about what’s happening at Nike and where the company is going next. (Tags for translation) Fashion(t) Shoes(t) Nike(t) Footwear(t) Sports shoes
প্রকাশিত: 2025-10-23 19:00:00
উৎস: www.fastcompany.com
