Lessons for Commercial Leaders from Nike

Nike isn't alone in needing a turnaround. Recent commentary predicts it will take a few years rather than quarters to regain it’s position.

Here are 6 questions I'd ask every commercial leader.

𝟭. 𝗗𝗼 𝘆𝗼𝘂 𝗸𝗻𝗼𝘄 𝘄𝗵𝗮𝘁'𝘀 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗱𝗿𝗶𝘃𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝗻𝘂𝗺𝗯𝗲𝗿𝘀, 𝗼𝗿 𝗼𝗻𝗹𝘆 𝘄𝗵𝗮𝘁 𝘁𝗵𝗲 𝗱𝗮𝘀𝗵𝗯𝗼𝗮𝗿𝗱 𝘀𝗮𝘆𝘀?

Nike's DTC data described its existing buyers, not the ones choosing it’s competitors.

𝟮. 𝗪𝗵𝗼 𝗼𝘄𝗻𝘀 𝘁𝗵𝗲 𝗳𝗼𝗿𝗲𝗰𝗮𝘀𝘁 - 𝗮 𝗺𝗼𝗱𝗲𝗹, 𝗮 𝘀𝗽𝗿𝗲𝗮𝗱𝘀𝗵𝗲𝗲𝘁, 𝗼𝗿 𝗮 𝗽𝗲𝗿𝘀𝗼𝗻?

Nike's inventory went from $6.5bn to $10bn in 18 months. This is a failure of people, process and technology. Data, capability and accountability are what matters (then AI can help).

𝟯. 𝗗𝗼 𝘆𝗼𝘂 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝘁𝗵𝗲 𝗿𝗼𝗹𝗲 𝗲𝗮𝗰𝗵 𝗰𝗵𝗮𝗻𝗻𝗲𝗹 𝗽𝗹𝗮𝘆𝘀 𝗳𝗼𝗿 𝘆𝗼𝘂𝗿 𝗯𝗿𝗮𝗻𝗱?

Nike shunned retailers for their DTC channels. Shelf space went directly to other brands who soon grew market share.

It’s easy to jump to assumptions or delegate new channels to different teams - become a true omnichannel business.

𝟰. 𝗔𝗿𝗲 𝘆𝗼𝘂 𝗵𝗮𝗿𝗻𝗲𝘀𝘀𝗶𝗻𝗴 𝗵𝘂𝗺𝗮𝗻 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗶𝘁𝘆 𝘁𝗼 𝗸𝗲𝗲𝗽 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗳𝗿𝗲𝘀𝗵?

Nike lost ground by relying on Air Force 1’s and Jordan retros as competitors consistently shipped newness. Aim to free up creative people to do the most unique work.

𝟱. 𝗔𝗿𝗲 𝘆𝗼𝘂 𝘁𝗵𝗲 𝘃𝗮𝗹𝘂𝗲𝘀-𝗱𝗿𝗶𝘃𝗲𝗻 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝘆𝗼𝘂 𝘀𝗮𝘆 𝘆𝗼𝘂 𝗮𝗿𝗲?

When has your organisation been at its best? The AI age offers an opportunity to transform, to be better, get back to what made you great. Just Do It.

𝟲. 𝗔𝗿𝗲 𝘆𝗼𝘂 𝗰𝗹𝗲𝗮𝗿 𝗼𝗻 𝘁𝗵𝗲 𝗿𝗼𝗹𝗲 𝘁𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆 𝗰𝗮𝗻 𝗽𝗹𝗮𝘆 𝗶𝗻 𝘆𝗼𝘂𝗿 𝗮𝗺𝗯𝗶𝘁𝗶𝗼𝗻?

Your ambition comes first. Not #AI or whatever a rep is selling you. As a leadership team, this is a must, your P&L will thank you.

Earlier this year I said 2026 was the year of the turnaround. Transformation in the face of a changing market with #AI as a reason to transform and part of the solution. That approach must always be holistic.

Never lose sight of your advantage. For Nike, the original value statement is no doubt at the core of their turnaround.