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Is Nike… Just Doing It?

After a years-long decline, Nike is fighting to get back to its performance roots with a burst of creativity—including an Our Legacy collab and a new Alphafly. But the latest innovations also make clear how far Nike has drifted from the days when it had a visionary, design-focused leader at the helm.

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Elliott Hill
Hill, for his part, has been pegged as more of a sales guy than a product person—despite his prior role as president of consumer and marketplace, which gave him “significant oversight of product strategy and innovation,” according to a Nike spokesperson. Photo: Soobum Im/Getty Images
Malique Morris
April 16, 2026

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On an earnings call last month, Nike C.E.O. Elliott Hill admitted what analysts already knew: The sneaker giant’s turnaround has taken a long time to gain traction. In the latest quarter, revenues were flat year over year at $11.3 billion, while net profits dropped 35 percent. Since Hill returned in October 2024, cutting short his retirement, the stock is down more than 40 percent.

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