Nike troubles mount amid huge C-suite shakeup

For years, Nike has been seen as untouchable, the kind of brand that doesn’t just drive trends, but defines them.

Its swoosh wasn’t just a logo. It was a symbol of cultural dominance, worn by athletes, artists, and entire generations.

But that dominance is starting to crack — and this week, Nike all but confirmed it.

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Once the brand everyone chased, Nike now finds itself playing defense — trying to regain market share, relevance, and control over a shifting retail landscape.

The warning signs have been building for months. Disappointing quarters. Growing competition. Layoffs.

Now, Nike is shaking up its leadership at the highest level.

On May 5, Nike revealed a major round of executive changes. President of Consumer, Product and Brand Heidi O'Neill will retire this summer after 26 years with the company.

Inside Nike’s executive shakeup

This restructuring is part of newly appointed CEO Elliott Hill’s "Win Now" strategy — a plan aimed at reigniting growth after a series of underwhelming quarters.

The leadership change follows months of pressure. In addition to O'Neill’s retirement, Nike announced several new senior leadership appointments:

• Amy Montagne, previously VP/GM Global Women’s, has been promoted to President, Nike.
• Phil McCartney, formerly VP, Footwear, has been promoted to EVP, Chief Innovation, Design & Product Officer.
• Nicole Graham, previously Chief Marketing Officer, has been promoted to EVP, Chief Marketing Officer.
• Tom Clarke, a strategic advisor to the CEO, has assumed the new role of Chief Growth Initiatives Officer.

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The promotions are part of a broader push to simplify decision-making and tighten alignment across Nike’s product, brand, and innovation efforts. All four leaders are company veterans, promoted from within as Nike looks to restore confidence and agility.

The changes follow a turbulent stretch for the brand, including more than 1,500 layoffs (CNBC) and growing pressure from rising competitors like On, Hoka, and Adidas.

The shakeup also comes at a moment of identity crisis for Nike. Its shift to direct-to-consumer during the pandemic gave it a boost—but now, it’s struggling to balance wholesale relationships, digital sales, and retail performance all at once.

What Nike’s C-suite shakeup really means for the brand

Nike isn’t just swapping executives. It’s trying to reset the brand.

With revenue under pressure and Gen Z increasingly flocking to niche competitors, Nike’s dominance no longer feels inevitable.

In a statement, the company said the new leadership team would "accelerate execution and drive greater agility," part of a broader focus on "consumer-led growth."

But analysts are skeptical. Can fresh internal promotions really steer Nike out of the turbulence — or is this just rearranging the deck chairs?

As the brand heads into a pivotal back half of the year, it will need more than titles and talk to stay ahead. With revenue growth slowing and investor confidence wavering, Nike's leadership moves aren't just about culture — they're about business.

Titles don’t fix revenue. And for Nike, this shakeup only matters if it turns into real results.

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