Elliott Hill Signals Nike’s Comeback With Innovation, Sport and Bold Brand Reset

Elliott Hill returned to lead Nike after previously been an intern, coming in as CEO his mission was clear. He wants to bring back growth, boost innovation and reconnect the brand with sport. Speaking in Milan during a major product relaunch, Hill shared his vision for Nike’s next chapter. His message was simple. Nike is going back to its roots while also moving forward with new ideas and products.

One big step in this reset is the return of Nike ACG. The relaunch took place in the Alps during a major global sports moment. This showed Nike’s renewed focus on trail running and the fast-growing outdoor market. Hill believes global sporting events remain important stages for the brand. They help Nike showcase innovation and connect with athletes and fans.

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The strategy is already showing results. Nike recently recorded strong growth in its running category. The return of key product lines has helped drive this momentum. Hill says this proves that investing in innovation is working. After criticism that Nike relied too much on retro designs, the company is now encouraging teams to take bigger creative risks.

Nike’s sports research lab plays a big role in this plan. It is one of the largest in the world. The company is investing more in performance-driven products that combine science and design. Hill says the goal is to create products people love, even before they know they need them.

Nike is also rebuilding relationships with wholesale partners. At the same time, it is strengthening its own stores and online platforms. Instead of choosing one sales channel, Nike wants an integrated approach. This means meeting customers wherever they prefer to shop.

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The company’s strategy is powered by three key brands: Nike, Jordan Brand and Converse. Together, they support Nike’s global reach across nearly 190 countries.

Hill believes the company is moving in the right direction. North America has returned to growth, running products are gaining popularity and partnerships are expanding again. For Nike, this comeback is not about quick wins. It is about long-term leadership through innovation and sport.