Elliott Hill, a longtime Nike govt, got here out of retirement final yr to take the helm of the footwear big. Up to now, his turnaround plan is displaying progress—a minimum of in most markets. Whilst the corporate posts strong international outcomes, its grip on China continues to weaken.
Hill’s renewed give attention to product innovation and a return to Nike’s sporting roots helped the corporate beat Wall Road expectations on each income and revenue for the second quarter of fiscal 2026. Complete gross sales reached $12.4 billion for the September-November interval, up 1 p.c yr over yr, although web revenue fell 32 p.c to $800 million.
Nonetheless, Nike’s inventory sank greater than 10 p.c on Dec. 19 as buyers zeroed in on persistent weak point in China. Gross sales within the area dropped 17 p.c to $1.4 billion, marking the sixth consecutive quarter of declining income there.
“We see China as an enormous alternative,” stated Hill throughout Nike’s earnings name yesterday (Dec. 18). “With that stated, it’s clear that we have to reset our method.”
Nike’s once-dominant sneaker enterprise has stumbled lately amid an overreliance on life-style franchises. The corporate wanted new management to regain momentum in specialised sports activities classes corresponding to operating. Hill, who spent greater than three a long time at Nike earlier than retiring in 2020, was tapped for the position final October.
Nike’s ‘Win Now’ turnaround plan
Beneath a reorganization Hill has dubbed “Win Now,” Nike has reshuffled management roles to streamline operations and cut back administration layers. The technique facilities on reclaiming authority in sports activities efficiency by emphasizing merchandise designed for operating, basketball and soccer, whereas pulling again from oversaturated life-style staples such because the Air Power 1 and Dunk.
The method is already delivering positive factors, notably in North America, the place gross sales jumped 9 p.c in the latest quarter to $5.6 billion. “I’d say we’re within the center innings of our comeback,” stated Hill.
China, nevertheless, stays a serious impediment. Efforts to roll out “Win Now” initiatives in key cities like Beijing and China—starting from upgraded in-store shows to stronger product storytelling—have struggled amid declining foot site visitors and elevated ranges of getting old stock. “What we’ve executed is a begin, however it’s not taking place on the degree or the tempo we have to drive wider change,” stated Hill.
Wanting forward, Nike plans to tailor its technique to China’s more and more digital-first retail atmosphere. As the corporate ramps up funding within the area, executives additionally careworn the necessity to enhance retailer fleets inside China’s “monobrand footprint,” the place single-brand shops dominate over third-party retailers.
On the identical time, Nike is balancing market-specific challenges with the consequences of tariffs. The corporate, which manufactures a lot of its footwear and attire in Vietnam, Indonesia, Cambodia and China, has additionally been pressured to soak up prices and lift costs resulting from levies on imports. Nike is dealing with a $1.5 billion tariff hit for the yr in what Hill described as a “important headwind.”
