Nike CEO Elliott Hill’s message to customers centers on three ideas: put athletes first, make inspiring products and stories, and focus more sharply on consumers while improving execution. These are a useful summary of Hill’s October 2024 interview—not a formal three-point list he announced.
Who is Nike’s CEO, and where did this message come from?
Elliott Hill became NIKE, Inc.’s President and CEO on October 14, 2024. The company announced his appointment on September 19, 2024, noting that he had spent 32 years at Nike before retiring in 2020. His most direct customer-facing remarks appeared in a company interview published October 21, 2024. NIKE’s appointment announcement and Hill’s interview provide that context.
The three points below are a synthesis of the interview’s connected themes. They explain what Hill said Nike should prioritize, not proof that every promised improvement has already happened.
1. Put athletes at the center
Hill said Nike should “put the athlete* at the center of everything we do,” using an inclusive definition: “If you have a body, you are an athlete.” In his framing, athlete insight should shape both what Nike makes and how it tells stories about sport.
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- Leather and synthetic leather are durable with a classic look.
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That definition reaches beyond elite competitors. For customers, the practical implication is that Nike says it wants to understand people who participate in sport and movement, then use those perspectives to inform products and communication. Hill described the aim as showing people “that magic you can only get from Nike.”
2. Inspire with innovation, products and stories
Hill connected Nike’s purpose to inspiration, innovation and the athlete. He said the company should create products and stories that are innovative and compelling. In other words, the product and the story around it are meant to work together: innovation should matter to athletes, while storytelling should make sport and participation feel engaging.
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- Leather and synthetic leather are durable with a classic look.
- Full-length Nike Air unit adds cushioning to your step.
- Solid rubber sole is durable and provides traction over various surfaces.
This is a statement of direction, not a specific product claim or guarantee that every new item will be innovative or compelling for every shopper. The interview does not set out a product-by-product standard customers can use to assess that promise.
3. Focus on consumers and improve execution
Hill also called for Nike to “Get back to a sharp focus on the consumer.” He acknowledged areas the company needed to improve and described assigning leaders and teams to the work and holding one another accountable. This is the operational side of the message: customer focus requires follow-through inside the business, not just a slogan.
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- Leather and synthetic leather are durable with a classic look.
- Full-length Nike Air unit adds cushioning to your step.
- Solid rubber sole is durable and provides traction over various surfaces.
In a later interview with UC Berkeley Haas, Hill described sport-specific teams and a more balanced marketplace strategy, with athlete and customer focus informing product and channel decisions. He said, “Put your athlete or your consumer … at the center of every decision you make.” The remarks add detail to the consumer-focus theme, but do not amount to a guarantee of a particular selection, sales channel or customer outcome. UC Berkeley Haas’s interview with Hill discusses that strategy.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How to read the promises against Nike’s results
Hill’s interview described priorities and intended changes; it did not establish that the changes were complete. One later company result offers dated business context, not a measure of whether customers received the improvements he described: NIKE reported $11.3 billion in fiscal 2025 third-quarter revenue, down 9% year over year. That quarter ended February 28, 2025, and the results were released March 20, 2025. Hill said the quarter showed the impact of leading with sport through athlete storytelling, performance products and major sport moments. The figure is historical and should not be read as Nike’s current revenue. NIKE’s investor relations earnings page provides company results.
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At NIKE’s 2025 annual meeting, Hill also discussed clearer direction for teams, consistent leadership communication and empowerment as actions supporting company culture. Those are internal management steps related to execution, rather than additional customer promises. NIKE’s annual meeting materials provide that context.
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