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Nike CEO’s Turnaround Plan Began With Call to NFL’s Roger Goodell

Nike CEO Elliott Hill secured an extension of the company’s critical licensing deal with the NFL through 2038, strengthening both brands' global ambitions as they collaborate on expanding football’s reach.
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Hill, who had come back to the company after a previous stint as a top executive, promised to return to prioritising sports as Nike’s core. (NFL)

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Further Reading

A Memo to Elliott Hill on His First Day at Nike

The new CEO has a monumental task ahead of him as he begins work on Nike’s turnaround strategy. Success means resetting expectations, showing evidence of meaningful innovation, recapturing the attention of sneakerheads and earning the trust of retailers.

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