Nike needs a new path forward

The situation: Incoming Nike CEO Elliott Hill faces a challenging landscape. Thanks to outgoing CEO John Donahoe’s decision to pull back the supply of products to retailers such as Dick’s Sporting Goods and Foot Locker, competitors such as adidas, On Running, and Hoka took Nike’s place on store shelves, experiencing a sales lift.

• Adidas raised its outlook twice this year thanks to soaring sales for its Samba and Gazelle styles.
• Meanwhile, both On and Hoka steadily gained market share thanks to their sponsorships of running clubs that cultivate community and attract younger consumers, as well as their innovative designs.