Nike CEO Elliott Hill discusses the brand's relationship with the NBA and the FIFA World Cup, as well as his strategic plan to boost Nike's stock on 'The Claman Countdown.'
Nike CEO Elliott Hill opened up about the company's turnaround strategy as the company celebrated its annual “Just Do It” Day, explaining how a renewed focus on sports is important to Nike's future.
Hill said Nike has turned to lifestyle and fashion in recent years, but the company's strongest growth comes when it focuses on sports performance and innovation.
“We've become more into lifestyle, more into fashion,” Hill said in an exclusive interview with FOX Business anchor Liz Claman on “The Claman Countdown.” “When we focus on sports, we win, and that's what I challenge the team to do as soon as possible.”
Hill, who takes over as CEO in 2024, said heavy online sales contributed to profits and said Nike has done a “really good job” of refocusing on product and innovation.
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Elliott Hill, CEO of Nike Inc., following a Bloomberg Television interview in Milan, Italy, on Feb. 11, 2026. (Francesca Volpi/Bloomberg via Getty Images/Getty Images)
“I feel happy with the work done by the group, but like everything that happens next is the revenue, the market share and the next share price,” he said. “So, it's a continuous improvement, and I feel much better about the foundation of our business.”
Claman pressed the CEO on the challenges the stock has faced and how it interacts with Wall Street as investors grow impatient with the company's market performance.
Nike stock is down 30% year to date, while the S&P 500 is up 11%.
“How do you deal with the Wall Street community that kind of pushes you?” Claman asked.
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“What I'm trying to say is, we're not running the business this quarter or the next quarter. We're running it for the long term, and we're preparing this business for the next 20 years,” said Hill.
Hill also talked about the major sports partnerships Nike has secured, including the company's long-term deal with the NBA and sponsorship of 12 teams competing in the FIFA World Cup, including the United States, France and Brazil.
FIFA World Cup winner's medal in FIFA World Cup 2026 Match Schedule announcement on Feb. 4, 2024, Miami, Florida. (Photo by Eva Marie Uzcategui – FIFA/FIFA via Getty Images / Getty Images)
Nike will be outfitting all 12 teams at the World Cup and debuting the red, white and blue Team USA soccer jersey during “The Claman Countdown” special on Thursday.
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“This is a sports and culture clash because we also have an amazing partnership off the field, and we're proud of our 31-year relationship with the US Soccer Federation and look forward to our country hosting,” Hill told FOX Business.
Nike's World Cup momentum is heating up, as the sports giant has just released a star-studded ad featuring cameos from Cristiano Ronaldo, Jason Sudeikis and Travis Scott aimed at building excitement for the tournament.
A Nike executive said soccer is one of the company's “biggest opportunities” and that the sportswear brand will continue to invest in the sport.
Hill stressed the importance of Nike focusing on sports above all else.
Beaverton, Oregon, USA – April 24, 2019: The Nike “Swoosh” logo on one of the doors of Nike's world headquarters.
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“What's great about Nike is that we have a sports portfolio that we've…invested in all of it in terms of innovation and storytelling and athletes, and that's Nike's strength,” he said.
“I keep talking about sports, sports, sports, because that's what our brand stands for,” Hill said. “But its power is not just part of the sport – it's a culture and a way of life – and when you get those two to collide, that's when we have special technology and magic.”
