Nike has recently announced significant changes to its leadership team as part of its new Consumer Direct Acceleration (CDA) strategy. The CDA initiative, launched in June, aims to strengthen Nike’s direct-to-consumer business and enhance the consumer experience across its owned and strategic partner ecosystem.

To drive this strategy, Nike has made key leadership appointments. Amy Montagne, a 15-year Nike veteran, has been appointed as vice president and general manager of men’s, after holding various roles within the company. Whitney Malkiel, with 17 years of experience at Nike, has been promoted to vice president and general manager of women’s from her previous role. McCallester Dowers, a 24-year veteran at Nike, will now serve as vice president and general manager of kids. All three executives will report to Michael Spillane, who is now the president of consumer creation and has been with the company since 2007.

Changes have also been made to Nike’s global leadership in the Europe, Middle East, and Africa (EMEA) region, and in the Asia Pacific and Latin America (APLA) region. Carl Grebert, who has been with Nike for 23 years, will transition from his role in APLA to become vice president and general manager of the EMEA region. Sarah Mensah will take over as vice president and general manager of APLA, having previously served as vice president and general manager of Jordan brand North America. Ann Hebert and Angela Dong will continue to serve as vice presidents and general managers for North America and Greater China, respectively.

In addition to these appointments, Craig A. Williams, president of Jordan Brand, and G. Scott Uzzell, president and CEO of Converse Inc., have also joined Nike’s leadership team and will report to John Donahoe, the president and CEO of Nike.

These leadership changes are accompanied by operational model adjustments, which are anticipated to result in a net loss of jobs throughout the company. Nike estimates that it will incur one-time employee termination costs of approximately $200 million to $250 million. These adjustments come after Nike reported a quarterly net loss of $790 million (£637 million) due to the impact of the Covid-19 pandemic. However, the company experienced a significant increase in digital sales, with a growth of 75% in Q4. With this growth, Nike aims to expand its digital business to account for 50% of its total business.

Overall, these changes and investments reflect Nike’s commitment to adapting to the current retail landscape and leveraging digital channels. By strengthening its direct-to-consumer business and enhancing the consumer experience, Nike aims to drive growth and maintain its leadership position in the sportswear industry.

To learn more about Nike’s Consumer Direct Acceleration (CDA) strategy, visit here. For information on Nike’s leadership team, click here.