Elliott Hill: From Intern to CEO at Nike

Elliott Hill's journey at Nike is the story of how a passion for a brand and a school project evolved into a remarkable career. Starting as an intern at Nike in 1988 and rising to president of the consumer and marketplace division by 2020, Hill has gained invaluable experience and a profound understanding of the company. Join us as we reflect on the career of this Nike veteran and the challenges he now faces as the CEO of one of the world's most iconic brands.

• Success blueprint: From Hill's education to his early internship at Nike, his path has been defined by hard work, persistence, and curiosity.

• Climbing the Nike ladder: His previous tenure at Nike spanned over three decades and 14 different positions, with his responsibilities continually increasing.

• Challenges ahead: Hill joins Nike at a challenging time, as the company has faced difficulties in innovation and keeping pace with its competitors.

Elliott Hill was born in 1964 and raised in Austin, Texas. Raised by a single mother, Hill demonstrated his work ethic early, working part-time to support himself through college. With a strong interest in sports and athletics, Hill earned a degree in kinesiology at Texas Christian University in 1986. After graduating, he worked as an athletic trainer for the Dallas Cowboys, where a new opportunity emerged that shifted his career path. With support from his employer, he enrolled at Ohio University and earned a master's degree in sports marketing.

While in graduate school, Hill wrote an in-depth paper on Nike, which sparked a deep admiration for the company and its brand. Coincidently, a month later a Nike representative gave a speech at his school. Seizing the opportunity, Hill introduced himself, shared his research, and expressed his strong desire to work for Nike. Although there were no openings at the time, Hill's persistence paid off. After six months of determined follow-up, he was offered an internship at a Nike sales office showroom in Memphis, Tennessee, in 1988.

Hill quickly proved his value in the fast-growing company and was soon hired as a full-time sales account manager. His ambition, dedication, and keen interest in the business made him a perfect fit for Nike's rapid expansion. Over the following years, Hill advanced steadily through the sales department, earning one promotion after another as he grew alongside the company.

In 1998, a decade after joining Nike, Hill was promoted to Director of the Team Sports Division. Over the next 20 years, he took on various leadership roles across sales, marketing, and general management. In 2018, Hill was appointed President of Nike's Consumer and Marketplace division, where he oversaw all commercial and marketing operations for both Nike and the Jordan brand.

In 2020, Elliott Hill announced his retirement from Nike, concluding a remarkable 32-year tenure. Since starting as an intern in the 1980s, Hill has held 14 different roles within the company.

Recent years have been challenging for the U.S. sportswear giant, despite favorable trends in running and athleisure. The difficulties were underscored in June when Nike reported its second-quarter earnings, revealing a 10% drop in sales—the company's worst performance in 14 years, including during the pandemic. At the same time, Nike lowered its fiscal 2025 sales forecast, predicting a mid-single-digit decline from previous growth projections. The disappointing results triggered a 20% plunge in Nike's stock, marking its worst trading day since the company's IPO in 1980.

Since then, anticipation for a leadership change has grown, with hopes that new direction could reverse the company's downward trend. Expectations intensified in August when investor Bill Ackman revealed he had taken a stake in Nike, fueling speculation about potential changes at the top.

Finally, change came as Elliott Hill was announced as the new CEO of Nike. The announcement was met with widespread approval, with the stock rising 7% and Nike co-founder Phil Knight praising the returning veteran:

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As Hill steps in as president and CEO on October 14, he faces several challenges. Since the pandemic's onset, Nike, like other consumer companies, has grappled with lockdowns, remote work, shipping disruptions, and fluctuating demand. Meanwhile, the global running trend has surged during these turbulent years, but Nike has struggled to keep pace—not only with classic brands like Adidas but also with rapidly growing competitors such as On, and Hoka (owned by Deckers' Outdoor).

Further reading: Chasing Runners High: The Rise of HOKA and On

A key challenge for the new CEO is repairing relationships with retail partners. In recent years, Nike shifted focus to prioritize direct-to-consumer (DTC) sales over retailers, but the strategy proved unsuccessful. Competitors quickly filled the gap in retail, claiming market share as in-store shopping rebounded post-pandemic, while Nike's DTC efforts failed to generate sufficient sales. Hill also faces issues around a lack of innovation and a slow response to emerging trends, leaving consumers looking elsewhere across the shelves.

Additionally, in its strategic initiatives to turn the negative trend, the company has experienced widespread layoffs which has affected morale across the company negatively. However, with Hill's long experience at the company and wide understanding of the Nike culture, he might be the perfect man for the job of getting the company back on track.

Elliott Hill's previous tenure at Nike is an incredible story of perseverance and success. Starting as a sales intern after months of persistent lobbying, Hill climbed the Nike corporate ladder, assuming 14 roles in 32 years before retiring as president of the company's consumer and marketplace division in 2020. Following some challenging years for the company, he now returns as the CEO to revitalize the Nike brand and reconnect with its consumers.

Further reading: Swoosh: The Nike Story