Nike’s investment in growth, the future and better understanding customers

Friday, Jul 31, 2020

Nike recently announced a series of changes being made to their company — to emphasize the importance of the consumer and ensure a seamless Nike shopping experience.

Using a combination of both changes in leadership and operating model, Nike hopes to create an even greater focus on service.

“We are announcing changes today to transform Nike faster, accelerate against our biggest growth opportunities and extend our leadership position. Now is the right time to build on Nike’s strengths and elevate a group of experienced, talented leaders who can help drive the next phase of our growth,” said John Donahoe, Chief Executive Officer and President at Nike.

This shift will include a simpler process for creating inventory for Nike, driven by deeper insights and greater specialization through performance and sports. To align with this, the retailer has appointed Amy Montagne as VP/GM of men’s, Whitney Malkiel as VP/GM of women’s and McCallester Dowers as VP/GM of kids — each who will report to the president of consumer creation, Michael Spillane. 

To elevate their corporate growth one step further — Craig A. Williams, former president of Jordan Brand, and G. Scott Uzzell, former President and Chief Executive Officer at Converse, have recently joined the Executive Leadership Team. 

Nike also admitted that this shift in strategy may cause a net loss of jobs across the company. However, this news come after announcing new store concepts, and the brand’s plan to open 150-200 new smaller-format stores that combine a digital and physical experience.

In fact, Nike has just welcomed its third House of Innovation flagship store in Paris, France. The store feature’s Nike’s best innovations that incorporates athlete storytelling. The in-store experience focuses solely on consumers while using a digitally-connected concept. The Paris flagship was built off of findings from various other Nike stores, uniting shoppers through sports and encouraging them to get active.

“When consumers step into Nike Paris, they will experience our largest, most digitally connected and immersive retail concept in the world. The strength of our digital portfolio combined with product innovation and amazing physical spaces, will connect members to the community of sport and to one-of-a-kind experiences, serving them in an incredibly personal way. We are so excited to bring Nike Paris to the city and to the world,” said Heidi O’Neill, President of Consumer and Marketplace.

Although Nike, like hundreds of other retailers, has been heavily impacted by COVID-19, there’s no denying that the company is on its right path forward to reprioritize and restructure their company. With continuing to venture into brick-and-mortar and further enhancing their omnichannel capabilities, there’s no doubt that this brand’s extensive portfolio will continue to succeed in the industry.

Source: Nike – Press Release 7/22/20, Nike Paris – Press Release 7/28/20
Photo Credit: Nike Paris – Press Release 7/28/20

About NIKE, Inc.
NIKE, Inc., based near Beaverton, Oregon, is the world’s leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities. Converse, a wholly-owned NIKE, Inc. subsidiary brand, designs, markets and distributes athletic lifestyle footwear, apparel and accessories. For more information, NIKE, Inc.’s earnings releases and other financial information are available on the Internet at Individuals can also visit and follow @NIKE.

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Article Topics: Brick and Mortar | Growth | New Stores | Nike

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