Nike and New CEO Elliott Hill

Justin J Loretz
Staff Writer

President and CEO of Nike, Elliott Hill, has recently stepped in for John Donahoe after having been unassociated with the company for the past few years. Hill, who began working with Nike as an intern in 1988, reflects one of the best success stories of all time in terms of “climbing the ladder” to scale to the top of the global monster that Nike is. This change took effect on October 14th.

Origins

Hill’s intentions while at Texas Christian University (TCU) were to attend medical school after attaining his B.S. in kinesiology. However, in 1986 he would land a job with the Dallas Cowboys as a graduate assistant trainer, which ultimately led him to switch paths, and finish his education at Ohio University where he would receive his master’s in sports administration and uncover his opportunity.

The university would invite guest speaker Tim Joyce, an employee for Nike at the time, who would end up being pushed by Hill for the next six months until finally offering him a position within the company. However, this “position,” Hill had believed was a job, until he learned after traveling to Memphis that it was an internship.

So, what did he begin by doing? Well, anything they needed him to. And only six months later in the Midwest regional sales office, he would already have his own sales territory: 168 accounts between Oklahoma and Texas. How did he accomplish this? Presenting Nike apparel to mom-and-pop shops in a minivan.

Hill also had the opportunity to see the first ever “Just Do It” ad campaign before its rollout to the public, now considering it to be a defining moment in his career.

By the arrival of the 21st century, Hill had already risen to vice president positions, easily adapting to different markets and managing Nike’s complex global sales strategy.
And Nike needs him now more than ever.

Saving Nike

The company has been facing many struggles recently, beginning to see periods of slower growth, particularly in North America, where competition from brands like Adidas and Puma has intensified. They also started trying to reduce the quantity of sneakers they sell to wholesalers, such as Foot Locker, which only further contributed to this competition as Foot Locker strived to survive. Furthermore, their absolute massacre of the MLB uniforms for the 2024 season resulted in horrible press from every player and all of the fanbases who denounced them.

The move for Hill marks an attempt to get Nike back to what it is at its core, bringing in a leader notorious for his loyalty, who truly knows what the brand’s identity is and what it is supposed to be. He plans on ensuring that Nike’s legacy is always considered as they prepare for the challenges and innovations that lie ahead. Hill is very enthusiastic about his return as he made evident in his first statement as CEO, and he looks forward to building on the many relationships he developed in the time he has already spent there.

Most analysts view the change in management as very favorable, and upon the announcement, Nike shares soared up $5.52. The fear in assigning this position to someone who has always been with the company lies in the potential for stagnation, but high expectations are being placed on Hill to deliver on his promise of innovation.

 

Contact Justin at loretzju@shu.edu