As we previously reported, Nike is going through a tough time right now, with analysts saying it could see its biggest drop in revenue in five years.
This slowdown is due to a mix of things like changing consumer tastes and increased competition in the athletic wear market.
Hence, the corporate giant is shaking things up with the new CEO, John Hill, stepping in, they’ve got a plan to boost their wholesale connections and amp up their marketing game.
Despite the challenges, Hill remains focused on aligning Nike’s direct and wholesale channels into what he calls an “integrated consumer-led marketplace.”
During Nike’s Q3 2025 investor call, Hill highlighted how crucial it is for brands to be visible and strong. He mentioned some recent campaigns linked to Super Bowl 59 and NBA All-Star Weekend as prime examples of how Nike keeps building its image.
The company aired its first Super Bowl commercial in nearly three decades as part of its “Win Now” campaign, while Jordan Brand ran a spot titled “Love Hurts,” featuring Philadelphia Eagles quarterback Jalen Hurts.
“That is how we create impact, and that is Nike Beyond Nike. We transitioned from one amazing weekend right into another for the NBA All-Star Weekend in the Bay Area. Our brands, in one word, dominated,” Hill stated.
Despite overall sales declining, Nike’s running category showed modest growth. Hill mentioned mid-single-digit revenue gains in running products but stopped short of providing exact numbers.
However, chief financial officer Matthew Friend painted a less optimistic picture for the near term, predicting a revenue drop in the mid-teens percentage range for the fourth quarter - steeper than analysts had anticipated.
Looking ahead, Nike is betting on fresh collaborations and revamped retail strategies to turn things around.
One of the biggest announcements from the call was a partnership with Kim Kardashian and her brand Skims.
While details were scarce, this signals Nike’s intent to expand its presence in the shapewear and lifestyle category, an area where Skims has seen massive success.
The leadership shake-ups have really stirred things up in the company. Chief strategy and transformation officer Daniel Heaf departed as his role was eliminated, while chief communications officer KeJuan Wilkins, a 20-year Nike veteran, also stepped down. Both exits come as Nike undergoes significant restructuring under Hill’s leadership.
Despite the uncertainty, Hill remains confident in the company’s trajectory. “The progress we made against the ‘Win Now’ strategic priorities we committed to 90 days ago reinforces my confidence that we are on the right path,” he said. He also doubled down on the company’s focus on athlete-driven storytelling and high-performance products as key pillars of Nike’s identity.
With wholesale relationships being reworked and a major collaboration with Skims on the horizon, Nike is clearly aiming to stay ahead. Whether these efforts will be enough to offset revenue concerns remains to be seen, but one thing is certain - big changes are happening.