Nike Appoints Veteran Jennifer Hartley as New CSO to Boost Sales Revival

In a strategic move aimed at revitalizing the world's largest sports apparel company, Nike has appointed Jennifer Hartley as its new Chief Strategy Officer. This appointment comes at a critical time as the company seeks to reverse a recent downturn in its sales performance. A company veteran with 14 years at Nike, Hartley steps into her new role on the senior leadership team, with her position confirmed by a company representative.

This leadership change aligns with the broader efforts led by CEO Elliott Hill to guide Nike back to its former growth trajectory. Hill, who returned as CEO last September, has initiated a "Win Now" strategy aimed at reshaping the brand’s competitive edge. This involves a focus on core athletic sectors, optimizing operational efficiency, and re-energizing market growth amid intensified industry competition and shifting consumer preferences.

Hartley's appointment follows the departure of former Chief Strategy and Transformation Officer Daniel Heaf earlier this year. With Heaf's exit, Nike restructured by integrating his team into the financial department, a move designed to streamline strategic planning with financial oversight.

Nike's recent fiscal performance, presented in their first full-quarter earnings report since the leadership change, reflected the anticipated decline in revenue, net income, and gross margin compared to the previous year. Despite this, CEO Elliott Hill expressed confidence and pride in the progress made over the past quarter. He emphasized that while the company met expectations, there remains a strong commitment to outperform and achieve greater success in the ongoing transformation phase.