Source: Nike
Nike Turns to High-Performance, Chunky Sneakers to Win Back Runners
The sportswear giant has lost ground to Hoka, On and other sneaker rivals.
On the first Sunday in November, Nike Chief Executive Officer Elliott Hill was at the finish line of the New York City Marathon in Central Park, greeting the sport’s elite athletes. But runners in Nike sneakers weren’t at the top of the podium. Benson Kipruto won the men’s race in a pair of Adidas; Hellen Obiri, wearing Ons, took the women’s race.
Nike Inc. has a problem on roads, tracks and treadmills where its sneakers used to dominate. Hill knows that the world’s largest sportswear company has fallen behind, and he has made reviving the running division an urgent priority since rejoining Nike last year.