Nike Goes Back To Its Roots In Hopes Of Getting Back In Shape
Nike Goes Back To Its Roots In Hopes Of Getting Back In Shape
Nike Inc (NYSE:NKE) marked this week with news of longtime executive Elliott Hill's triumphant return as the new CEO. Putting its global brand recognition aside, Nike has had its fair share of struggles over the past few years. Executive chairman Mark Parker alluded to the need for changing course, stating that Elliott's global expertise, leadership style, and deep understanding of the company's doings, paired with his passion for sport, Nike brands, products, consumers, athletes, and employees, make him the right person to unlock the next stage of growth.
耐克公司（NYSE:NKE）在本週以資深高管埃利奧特·希爾（Elliott Hill）成功回歸擔任新CEO的新聞爲標誌。拋開其全球品牌知名度不談，耐克在過去幾年裏經歷了不少掙扎。執行主席馬克·帕克（Mark Parker）暗示需要改變方向，表示埃利奧特的全球專業知識、領導風格以及對公司事務的深刻理解，再加上他對運動、耐克品牌、產品、消費者、運動員和員工的熱忱，使他成爲解鎖下一個增長階段的合適人選。
Nike Needs To Return To Stock Market Glory
耐克需要重返股市的榮耀
Nike has spent decades building one of the most recognizable brands and worked its way to a market capitalization of over $130 billion. But at one point in time, its market cap was over $280 billion. During the fiscal 2024 that ended on May 31st, Nike's struggles got worse. While the running shoes trend sprinted, Nike stagnated. Fourth-quarter sales dropped 2% YoY with Nike Direct sales contracting 7%, digital sales dropping 10%, while wholesale was a rare bright spot with 8% growth. Gains in performance products that increased in double digits were more than erased by struggles of the lifestyle business. For the current fiscal 2025, Nike guided for low-single-digit drop in revenue, while expecting a high single digit drop during the first half of the fiscal year. Nike's shift towards direct channels backfired, with too much reliance on those channels and losing touch with what its consumers really want being among its main issues.
耐克花費了數十年時間打造了其中一個最具辨識度的品牌，並使其市值超過1300億。但曾經，其市值一度超過了2800億美元。在截至5月31日的2024財年中，耐克的困境變得更加嚴重。雖然跑鞋的趨勢迅速發展，但耐克卻停滯不前。第四季度銷售同比下降2％，耐克直營銷售收縮了7％，數字銷售下降10％，而批發銷售是一個罕見的亮點，增長了8％。性能產品的增長達到兩位數，但生活方式業務的困境使這種增長被抵消。至於2025財年，耐克指導預計營收將出現低個位數下降，同時預計在新財年上半年將出現高個位數下降。耐克轉向直營渠道的舉措失敗了，過分依賴這些渠道且失去了與消費者真正想要的聯繫成爲其主要問題。
The Iconic Sneaker And Sport Apparel Brand Needs To Get Back In Shape
這個標誌性的運動鞋和運動服裝品牌需要重新恢復狀態
Hill left the sporting apparel giant in 2020, but as a longtime Nike veteran, he's inspiring confidence in his ability to get Nike back in shape. Like the coffee giant, Starbucks Corporation (NASDAQ:SBUX), Nike took a chance on an outsider CEO with tech experience, hoping to raise their game. Starbucks got Kevin Johnson who had experience with no other than the tech titan, Microsoft Corporation (NASDAQ:MSFT). Nike hoped that it will change the game with John Donahoe who brought his eBay Inc (NASDAQ:EBAY) know-how. But Nike admitted its mistake by changing course and going back to a CEO who knows the company inside and out. As of October 14th, Hill will have a shot at mending Nike's missteps and putting an end to its struggles.
Hill於2020年離開這家運動裝備巨頭，但作爲一位耐克資深員工，他的能力正在激發對他的信懇智能，以便幫助耐克重塑形象。與咖啡巨頭星巴克-t （NASDAQ:SBUX）類似，耐克決定冒險聘請一位擁有科技經驗的外部CEO，希望能提升他們的遊戲水平。星巴克-t 找來了有着與科技巨頭微軟-t （NASDAQ:MSFT）合作經驗的凱文·約翰遜。耐克希望通過約翰·多納厄（John Donahoe）改變遊戲規則，他帶來了ebay Inc（NASDAQ:ebay）的專業知識。但耐克承認了自己的錯誤，通過改弦更張，又回到了一位對公司瞭如指掌的CEO。截至10月14日，Hill將有機會彌補耐克的錯誤，結束其困境。
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