Nike’s Recovery: A Cautious Assessment

Hill’s response has been one of restructuring. Management teams were reshuffled, organizational layers streamlined, and a renewed emphasis placed on the core business of athletic performance. Investment in innovation increased, older product lines were quietly discarded, and attempts were made to mend relationships with wholesale partners—relationships damaged by an overzealous pursuit of direct-to-consumer sales. It is a sensible course, though whether it will be sufficient remains to be seen.








