New leadership taking over today at Nike looks a lot like the old guard. Bloomberg's Lily Meier writes about the hopes for a turnaround. Plus: Why OpenAI is at war with a guy named Guy, and how cities should think about compromise with Airbnb and its peers. If this email was forwarded to you, click here to sign up. The Nike roster is starting to look a whole lot like 2019. On Monday, Elliott Hill takes the reins of the largest sportswear company in the world, replacing John Donahoe, who'd been the company's CEO since early 2020. Hill returns to Nike Inc. after having spent more than 30 years there, starting as a sales intern (his LinkedIn résumé went a bit viral for his allegiance to the company). He retired as consumer division president in 2020, after the top job was given to Donahoe, a former Bain & Co. and eBay Inc. executive who was new to Nike. "Things haven't been easy," Hill told his new and old team in a video shared with employees the day he was appointed CEO. He was right. As reported in an article I co-wrote for Businessweek last month, under Donahoe's leadership the retailer had financial success reaching $50 billion in revenue; released the Panda Dunk, one of its most successful sneakers; and hit its highest stock price. Nike also struggled—embarking on a plan to cut $2 billion in costs and laying off 2% of the company's global staff. The retailer pulled back from relationships with key partners including Dillard's, Urban Outfitters and Zappos. The share price of Nike fell almost 21% from the day Donahoe joined to the day his successor was announced. Hill isn't the only once-retired veteran returning to the sneaker giant. Former executive Tom Peddie also left retirement to return to the Swoosh. Last week the company announced that Peddie, who'd initially come back as vice president of marketplace partners, would return to his old role as VP and general manager of the North America region. The Swoosh is ready for a new game plan. Photographer: Aaron M. Sprecher/Getty Images North America "With a team of company vets back at the helm, we think they're moving in the right direction," Truist Securities said in a note after Peddie's most recent move was announced. It makes sense the retailer would want to turn back the clock. From the last quarter of 2015 to the third quarter of 2020, Nike had consistently positive year-over-year revenue growth. Its shares were climbing. The retailer released big innovations including Flyknit and the self-lacing HyperAdapt 1.0 shoes. On an earnings call in June 2019, Nike said it was confident it was investing in the right areas. That doesn't mean the company didn't have problems. In 2018 employees brought up concerns of a boys-club culture, resulting in a company investigation. Nike closed its on-site day care, upsetting employees. And there was more to come. The mass layoffs, strained retail strategy and frustration with leadership left employees and analysts questioning if Nike still had it. Now, as the company brings back its old guard, many wonder who else may be joining (or rejoining). Analysts at the investment bank Piper Sandler said "hope is still alive" for the retailer, noting that "leadership changes are likely." As Hill begins his job, all eyes are on his game plan. |
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