Nike Returns to Prominence at Foot Locker After Years of Decline

Nike has regained its prominent position at Foot Locker stores for the first time in years. The partnership had frayed under Nike's previous CEO, who prioritized its own stores and online shop. However, Nike's current CEO, Elliott Hill, has vowed to work more closely with wholesalers and boost sales of running products. Foot Locker is expanding its Home Court basketball sections developed with Nike and plans to add them to 100 stores worldwide by 2026. The two companies are rebuilding their relationship after Nike pulled back from Foot Locker.

Nike Inc. has regained its prominent position at Foot Locker Inc. stores, marking a significant shift in the partnership that had frayed under the previous CEO. Nike products are now front and center in the men's sections at Foot Locker, positioned ahead of competitors such as On, Hoka, Adidas, and New Balance [1].

The turnaround comes under the leadership of Nike's current CEO, Elliott Hill, who has vowed to work more closely with wholesalers. This new strategy aims to boost sales of Nike's running products, including the Pegasus, Vomero, and Structure shoes, which had seen competition from other brands [1].

As part of this renewed partnership, Foot Locker is expanding its Home Court basketball sections developed in tandem with Nike. The company plans to add these sections to 100 stores worldwide by 2026 [1]. Additionally, Nike's running shoes, such as the Nike ZoomX Invincible Run Flyknit 3, are now featured prominently in Foot Locker stores, offering customers a blend of comfort and style [2].

The recent fieldwork by Matthew Boss, an analyst at JPMorgan, indicates that Nike product placement has returned to the pole position at Foot Locker, a significant change from the previous years when Nike products accounted for less than 60% of Foot Locker’s total purchases [1]. This shift is part of Nike’s broader strategy to refocus on its core sports products and enhance its market presence.

The partnership between Nike and Foot Locker is also supported by a broader industry trend. In May, Dick’s Sporting Goods Inc. agreed to acquire Foot Locker in a $2.4 billion deal, which would combine two of the largest sports chains in the US [1]. This acquisition further solidifies the strategic importance of the partnership for both companies.

References:
[1] https://www.bloomberg.com/news/articles/2025-08-18/nike-regains-spotlight-at-foot-locker-for-first-time-in-years
[2] https://www.footlocker.com/product/model/nike-zoomx-invincible-run-flyknit-3/390416.html