Nike has been a dominant name in skateboarding after taking over in the mid-2000s, but recent sales struggles have forced the company to take a hard look at how it operates.
The new corporate CEO Elliott Hill came out of retirement to steer the company back on track and bring sales up.
In an interview with CNBC’s Sara Eisen, Hill laid out his approach to tackling the challenges Nike faces.
He talked about tariffs, which are out of the company’s control, and noted that they are focusing on what they can manage.
That means making smart decisions about product lines, distribution, and the markets that matter most to consumers.
Hill explained that the company is working to strengthen its presence in key areas like basketball, running, skateboarding, and other major categories.
While Nike is active in China, the market has shown some weakness.
In the first quarter of 2026, Nike’s China sales fell more than nine percent compared to the previous year, landing at $1.5 billion.
Despite that slowdown, Hill is clear that China remains an important market.
He said there are still 1.4 billion consumers there and that the market is too big to ignore. Nike has responded by opening more stores in China, aiming to keep a closer connection with customers and maintain brand visibility.
When the topic turned to manufacturing, Hill shared that the company has been adjusting its approach for some time.
“We’ve diversified our portfolio and it’s continued to decrease over time,” he said, referring to Nike’s gradual reduction of production in China.
The tactic is part of a broader optimization to manage costs, improve flexibility, and focus on areas where the company can have the most impact.
For now, Nike is balancing the challenges of global markets, changing tariffs, and evolving consumer demand while taking careful steps that strengthen the brand.
Hill’s leadership shows a focus on what can be controlled and the importance of adapting without losing sight of the company’s core identity.