Where Does Nike Go From Here?

Nike, now entering the second year of its worst slump in many years, appears to finally be addressing some of its missteps.

Earlier this week, the brand rehired Tom Peddie, a 30-year veteran of the company who retired in 2020, as its vice president of marketplace, a move designed to support the continued recalibration of its distribution strategy. It was one of the clearest signs yet that the brand was rapidly unwinding a strategy that saw it