Nike CEO may have just admitted the company went too woke as stock hits 12-year low
Elliott Hill's memo to employees emphasized putting sport back at the center after years of politically charged campaigns
The Nike CEO's memo to his employees was 860 words.
But here were the 33 that stuck out: "Over the past year, we've put sport at the center of everything we do. We're seeing encouraging signs of progress, but we have more work to do to win over the long term."
That was sent out on Oct. 1, one day before Nike's stock price closed at $33.87 per share — its lowest in over 12 years. The once unstoppable athletic titan expects more layoffs in 2027 after already cutting staff twice this year.
Nike likely did alienate some consumers with their focus on the political/cultural marketing. But that's really at the margins.
The biggest reason their stock has dropped has been weak new product development (they've been too reliant on their mainstays) and really bad sales in China.
It feels like a disconnect because it sure seems like Nike is still everywhere, but they have lost that innovative edge that drove them for so long.
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