Thank god, Nike is feeling like Nike again

Elliott Hill, who started as an intern, returned to Nike as CEO after a stint in retirement, inheriting challenges from his predecessor's focus on retro sneakers and direct-to-consumer sales. Nike's revenue had declined, impacted by tariffs and a reorganization that disrupted innovation. Hill is tasked with reigniting growth by expanding Nike's global reach and repairing retailer relationships damaged by the previous strategy. He's also reinstating the company's former successful innovation structure centered around specific sports. Nike is intentionally highlighting its renewed focus on innovation, exemplified by products like the Project Amplify exoskeleton and Nike Mind neurophysiological shoes. These innovations signal a potential shift towards wellness, addressing a broader market beyond traditional sports. Matt Nurse, Nike's chief science officer, envisions Nike as more than just a sportswear company, moving towards democratizing exoskeletons and incorporating cognitive neuroscience. Nike's investment in architecture, including the Lebron James Innovation Center and the Serena building, aims to foster collaboration and innovation. These facilities provide cutting-edge resources and spaces for designers to share ideas across different sports categories. Exploring the wellness market presents a significant opportunity for Nike, as it's substantially larger than the footwear industry alone.