回归一年，耐克CEO希尔的“三板斧”成效几何？

Core Insights - Elliott Hill has returned to Nike as CEO to address the company's growth challenges through a comprehensive restructuring strategy focusing on organizational structure, channel strategy, and product innovation [1][2][3] Group 1: Leadership Changes - Nike has undergone significant leadership changes over the past year, starting with the departure of former CEO John Donahoe and the appointment of Elliott Hill, a veteran with 32 years at Nike [1][2] - The new leadership team consists mainly of internal veterans who possess deep product knowledge and market experience, aiming to realign the company's strategic direction [3] Group 2: Channel Strategy - Under former CEO Donahoe, Nike aggressively pursued a direct-to-consumer (DTC) strategy, which strained relationships with traditional retail partners like Foot Locker [4][5] - Hill's leadership marks a shift towards repairing these relationships, emphasizing the importance of strategic wholesale partnerships, resulting in Nike products returning to prominent shelf space in retail stores [5][6] Group 3: Product Innovation - Nike is implementing the "Win Now" plan, focusing on resource reallocation by simplifying operations and reducing product lines to concentrate on core products and markets [7][8] - Recent product innovations in the running category have led to over 20% revenue growth, with a focus on meeting core consumer demands for cushioning, stability, and energy return [8][9] - The competitive landscape remains challenging, particularly in lifestyle and outdoor segments, where brands like Adidas and Salomon are gaining traction [8][10]