Bloomberg Talks – Nike CEO Elliott Hill Talks Turnaround, Converse Brands

Date: February 11, 2026
Host: Romaine Bostick (Bloomberg)
Guest: Elliott Hill, CEO of Nike Inc.

Overview

In this richly candid episode, Nike CEO Elliott Hill sits down with Bloomberg’s Romaine Bostick in Milan, Italy, amidst the Milano Cortina Winter Games. The conversation covers Nike’s strategy to reignite growth, the turnaround in core and emerging categories (notably ACG and Converse), brand positioning in the rapidly evolving outdoor and lifestyle markets, global growth challenges, innovation philosophy, relationships with wholesale partners, and Hill’s vision for Nike’s future.
The tone is transparent, forward-looking, and energetic, reflecting both Nike's complex market position and Hill’s personal drive.

Key Discussion Points & Insights

1. ACG Relaunch and Trail Running Focus

[00:20–06:22]

• Relaunch at Winter Games: Nike used the Milano Cortina Winter Games for a high-profile reintroduction of its ACG (All Conditions Gear) brand, focusing on innovation (Air Milano jacket) and aligning with the growing trail running segment.
• Brand Evolution: ACG’s strategy targets outdoor and trail enthusiasts, aiming to capture both existing loyalty and the “wild ones”—consumers with an attitude and swagger seeking something fresh.
• Market Opportunity: The outdoor sector, particularly trail running, presents incremental revenue opportunities distinct from road running.
• Authenticity & Athlete First: Hill asserts Nike is maximizing authenticity in a space often defined by countercultural vibes, citing athlete partnerships and innovation stories (e.g. Caleb’s performance at Western States ultra, [05:23]).
• Quote:

  “We’re going for the wild ones...with an attitude and a swagger, with an element and an approach around design and innovation.”
  — Elliott Hill [04:28]

2. Nike’s Approach to Innovation and Risk

[06:22–09:28]

• Offense, Always: Nike maintains a strategic offensive stance—actively pushing ahead of competitors like Salomon and Patagonia by debuting cutting-edge products (Alphafly shoe, Airflow shirt, Nike Mind technology).
• Risk and Creativity: Hill acknowledges a recent shift—empowering teams to dream big and deliver “crazy ideas,” contrasting with a recent reliance on retro classics.
• Mantra & Management Style: A key internal mantra is “create epic” and “run—don’t ask for permission, ask for forgiveness” ([08:54]).
• Quote:

  “What I’m trying to bring to this role and to the team is to make sure they understand the importance of [innovation] and we nurture it.”
  — Elliott Hill [07:44]

3. Translating Innovation into Market and Investor Confidence

[09:28–11:57]

• Nike Mind Success: Products from the sports research lab, like Nike Mind shoes (using reflexology), have driven demand and exemplified translating lab breakthroughs to consumers.
• Investor Perspective: Investors recognize the strategic clarity around Nike, Converse, and Jordan brands, with each segmented by sport globally—190 countries.
• Financial Highlights: Recent quarters saw North American growth (+9% overall, +20% in running), proof points for the “sport offense” strategy, and a revitalized wholesale business.
• Quote:

  “The focus on sport and how we’re segmenting each of the brands by sport...is only Nike can do with the size and scale that we are.”
  — Elliott Hill [10:17]

4. Wholesale vs. Direct (Nike Digital) Channel Balance

[11:57–15:41]

• Wholesale Rejuvenation: Led by Tom Peddie, North America wholesale has rebounded, though the team is addressing concerns about global breadth.
• Partner Integration: Nike is increasing visibility and elevation of its brand presence—both in product curation and in-store storytelling, reflecting a dual push on presentation and selection, not just inventory.
• Right-Sizing and Premium Focus: Inventory and assortment adjustments aim to protect brand premium and profitability.

5. Global Growth, Curation, and the China Challenge

[15:41–19:07]

• Marketplace Integration: Hill outlines “five actions” for an elevated, integrated marketplace—ensuring Nike’s brand and story reach consumers wherever they shop, digital or physical.
• Curation Strategy: Nike will be “much more thoughtful and curated,” tailoring assortments to retailer and market profiles for differentiation and profits ([17:14]).
• China: New regional chief Kathy Sparks is tasked with reinvigorating Nike’s China operations by leaning into sport and local storytelling while improving digital and brick-and-mortar curation.
• Quote:

  “As you think about China, we have to lead with sport and innovation, and that is the focus as we move forward...through the athletes and the stories we tell. Much more local.”
  — Elliott Hill [18:10]

6. Licensing, Sport Authenticity, and Lifestyle Balance

[19:07–23:07]

• Strategic Licensing: Extending the NFL licensing was one of Hill’s first CEO moves, reinforcing the internal and external message: Nike = sport company.
• Lifestyle vs. Performance: While Nike enjoys lifestyle/fashion cachet, Hill insists sport and innovation are always the drivers—Nike explicitly brands even its fashion geographies as “Sportswear.”
• Partnerships (e.g. Skims): Collaborations like Nike Skims blend innovation and aesthetics and are described as very successful, with the potential for more such crossovers.
• Quote:

  “Whatever we do...we do it through the lens of sport and the athlete and what the athlete wants, needs, not only on the pitch, field, court, track, but also how they want to show up from a lifestyle perspective.”
  — Elliott Hill [20:52]

7. Converse: Brand Strategy, Layoffs & Future

[23:07–25:31]

• Repositioning Converse: The focus is on “creators” in culture and sport, leveraging ambassadors like Shea Gilgeous-Alexander; expansion into basketball, skate, and with Jack Purcell line.
• Layoffs & Resources: Recent layoffs at Converse are tied to brand repositioning and new leadership, with empathy for affected employees but a resolute belief in Converse’s strategic fit within Nike.
• No Sale: Despite rumors, Nike has no plans to sell Converse—seeing value in addressing distinct consumer segments.

8. Leadership & Legacy

[26:08–End]

• On Succession and Legacy: Hill likens Nike leadership to a relay race: each CEO’s job is to “leave it better than you received it,” passing on the baton with no finish line.
• Quote:

  “Nike is like a relay race...to take that baton and to run as hard and fast as you can and to...leave it better than you received it. That’s my responsibility.”
  — Elliott Hill [26:45]

Memorable Quotes

• On Competition & Authenticity:

  “If we just showed up as the big bad Nike…we’re trying to show up without question in the most authentic way.”
  — Elliott Hill [05:23]

• On Company’s DNA:

  “There is no question we will always run our brands and our businesses through the world of sport. That is who we are. That’s what authenticates us.”
  — Elliott Hill [22:58]

• On Layoffs at Converse:

  “It’s unfortunate, and I’m empathetic to some of those teammates. But, yeah, we’re having to reposition some where we put our resources as we move forward.”
  — Elliott Hill [25:38]

Key Timestamps

• 00:20–01:12: ACG relaunch at Milan Winter Games
• 02:23–03:48: Trail running and outdoor market opportunity
• 06:22–07:44: Innovation and calculated risk
• 08:54: “Create epic” mantra and management philosophy
• 11:09–11:57: Growth/profitability discussion, North America double-digit growth
• 12:19–13:23: Wholesale rebound and strategic leadership
• 15:41–16:21: Inventory right-sizing, brand premium focus
• 17:49–19:07: China challenges, local focus, new leadership
• 19:29–20:31: Sport licensing, company positioning
• 20:52–22:14: Lifestyle vs. sportswear, Skims partnership
• 23:12–24:55: Converse: from Chuck to creators, investment, rumors of a sale
• 25:38: Layoffs and reshaping at Converse
• 26:45: Legacy, leaving Nike better for the next leader

Conclusion

This episode captures an inflection point at Nike under Elliott Hill’s leadership: doubling down on innovation, authenticity, athlete-first values, and strategic segmentation. Beyond sports performance, Nike’s approach is to infuse sport into everything—even as it flourishes in lifestyle and partners across cultural lines. The Converse and ACG strategies embody the company’s embrace of risk and reinvention, while global execution and curation remain ongoing challenges—especially in China and digital.
Hill’s relay race metaphor for Nike leadership underlines both the legacy at stake and the forward momentum that defines the brand.