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Nike is the world’s largest sportswear brand, but after several quarters of disappointing results, its comeback plan is just beginning. Longtime executive Elliott Hill, who came out of retirement to become CEO, says he’s betting on a “return to sport” to revive the brand. In an exclusive interview at Nike’s Oregon headquarters, Hill tells CNBC’s Sara Eisen how he’s reorganizing the company by sport, rebuilding ties with wholesale partners, and reenergizing its innovation pipeline to compete with fast-growing rivals like On and Hoka. But big challenges remain — from cleaning up excess inventory to navigating tariffs and a sales slowdown in China. Watch the full story to see how Hill plans to get Nike back on top.
Chapters:
00:00 Introduction
01:29 Competition
04:10 Returning to Nike
07:24 Tariffs
08:38 China
Anchor: Sara Eisen
Produced by: Merritt Enright, Michael Newberg
Edited by: Evan Lee Miller, Erin Black
Camera: Jordan Smith, Jacob Jimenez, Cary Patton
Audio: Lupe Mejia
Senior Managing Producer: Shawn Baldwin
Additional footage: Nike, Getty Images
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2025/10/18
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