Nike CEO Elliott Hill Embarks on Global Tour to Revitalize Brand

Elliott Hill, President and CEO of NIKE, Inc., is currently undertaking a global tour to reconnect with key stakeholders – leagues, teams and athletes – as the sportswear giant navigates a period of challenges and seeks a turnaround. This initiative signals a renewed focus on strengthening relationships and reigniting growth for the world’s largest athletic-wear company.

Challenges Facing Nike

Nike has faced headwinds in recent times, including falling sales and ongoing controversies. These challenges prompted significant leadership changes in 2025, with Hill implementing a “Win Now” plan to revitalize the brand. As part of this plan, Amy Montagne was promoted to president, and responsibilities were restructured for direct oversight [Forbes].

Elliott Hill’s Background and Vision

Elliott Hill is a seasoned leader with over 32 years of experience at Nike, holding senior positions across Europe and North America. He previously served as President – Consumer and Marketplace, overseeing all commercial and marketing operations for Nike and Jordan Brand, managing a portfolio exceeding $39 billion in revenue [Nike]. Hill is known for his entrepreneurial drive, deep understanding of consumers, and strong connection to Nike’s culture, and brands.

Before joining Nike, Hill began his career as an assistant athletic trainer with the Dallas Cowboys. He holds a bachelor’s degree in Kinesiology from Texas Christian University and a master’s degree in Sports Administration from Ohio University [Nike]. He currently serves on the Board of Trustees for Texas Christian University and actively supports communities in Portland, Oregon; Bend, Oregon; and Austin, Texas.

The Global Tour: Rebuilding Connections

Hill’s current global tour underscores the importance he places on direct engagement with partners. By meeting with leagues, teams, and athletes firsthand, he aims to rebuild connections and foster a renewed sense of collaboration. [New York Times] This proactive approach is central to Nike’s turnaround strategy.

Looking Ahead

The success of Elliott Hill’s “Win Now” plan and his global outreach efforts will be critical in determining Nike’s future trajectory. The company’s ability to address its challenges, strengthen its relationships, and innovate will be key to regaining its position as a dominant force in the athletic-wear industry.