Nike CEO: 'Sport offense' will help make us more competitive

Core Insights - The company recognizes a decline in its cultural relevance and aims to restore its connection with consumers through strategic initiatives [1][2] - A focus on enhancing the "ground game" by re-establishing teams in key cities to connect with cultural and sports influencers is part of the strategy [2][4] - The company aims to make sports appealing to a broader audience, targeting 8 billion potential consumers [3] Strategy and Competition - The competitive landscape has intensified, particularly in the wholesale sector, necessitating a strategic response to regain market share [4][5] - The company is focusing on specific sports categories to sharpen its competitive edge, acknowledging that competition varies significantly across different sports [5][6] - Growth drivers identified include North America and running segments, with wholesale performance being a strategic focus [6][7] Consumer Engagement - The company emphasizes understanding diverse consumer preferences across different retail environments, tailoring assortments and presentations accordingly [7][10] - New distribution channels, including partnerships with Aritzia, Urban Outfitters, and Amazon, have been successful in reaching younger demographics [8][10] - The company acknowledges the importance of balancing wholesale and direct-to-consumer strategies to cater to various consumer shopping preferences [9][11] Retail Innovations - Physical retail strategies are being enhanced through innovative store formats, such as the House of Innovation in New York, which showcases a focused approach to sport categories [12][13] - Revenue increases in physical retail formats indicate positive momentum in this area [13] - Digital experiences are being elevated to anchor on sports and innovation, aiming to drive traffic and engagement [14]