Nike CEO: Company Must Regain Shelf Space Amid Intense Competition

Written by Emily J. Thompson, Senior Investment Analyst

FL%

ONON-2.07%

DKS+1.15%

Source: CNBC

Updated: Oct 21 2025

0mins

Source: CNBC

Nike's Comeback Strategy: Nike is attempting a comeback under CEO Elliott Hill, focusing on innovation and rebuilding consumer trust after significant market value loss and competition from emerging brands.
Reorganization Around Sports: Hill has reorganized the company to focus on individual sports rather than product categories, aiming to enhance competitiveness against rivals like On Running and Hoka.
Challenges from Past Decisions: Analysts highlight that Nike's previous shift to prioritize direct-to-consumer sales over wholesalers led to a loss of market share, which the company is now working to regain.
Current Obstacles: Nike faces challenges such as clearing excess inventory and managing $1.5 billion in tariff-related costs while striving to innovate and improve sales.

About the author

Emily J. Thompson

Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.

Nike CEO: Company Must Regain Shelf Space Amid Intense Competition

About the author

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