Title: **Nike’s Road to Recovery: CEO Elliott Hill Says Profitable Growth Will Take Time**

**Nike’s Road to Recovery: CEO Elliott Hill’s Strategy and What Investors Need to Know** Nike has long been a leader in the athletic apparel and footwear market, with a brand presence nearly unparalleled worldwide. But in recent quarters, the company has faced some tough challenges — from supply chain disruptions to shifting consumer trends and rising competition. Now, with CEO Elliott Hill at the helm, Nike is in the midst of a notable turnaround effort designed to restore profitable growth, even as Hill cautions that the path forward will not be quick. ### Elliott Hill’s Candid Assessment In a recent interview with CNBC, Hill was transparent about Nike’s current situation, acknowledging that the journey back to sustained, profitable growth will “take a while.” This honesty stands in stark contrast to the sometimes-rosy projections seen elsewhere in the sector and typifies the honesty investors have come to expect from Nike’s leadership team as it works to rebuild the company’s competitive edge. ### Nike’s Turnaround Playbook Under Hill, the company is executing a multi-pronged strategy: 1. **Product Innovation:** Nike is revisiting core franchises like Air Max and Jordan, while also doubling down on innovation in performance and sustainability. The recent launch of next-generation running shoes and expanded eco-friendly lines are aimed at energizing the brand and reconnecting with both loyalists and new customers. 2. **Direct-to-Consumer Growth:** As retail dynamics evolve, Nike is aggressively expanding its direct-to-consumer (DTC) channels, building stronger connections with customers via its app, website, and exclusive Nike stores. This approach allows Nike to capture higher margins and collect data insights to inform future launches and marketing. 3. **Supply Chain Modernization:** After pandemic-era shocks, the company is investing in smarter logistics and more agile manufacturing to prevent future bottlenecks and better align inventory with demand. 4. **Global Reach, Local Focus:** Nike aims to fuel growth internationally, but with greater localization of products and marketing, especially in fast-growing regions like China and Latin America. ### What This Means for Investors While Hill’s admission that a Nike turnaround “will take a while” might temper expectations, it’s also a call for patience. Transformations of this scale—including pivoting business models and revitalizing product lines—rarely yield immediate results. However, Nike’s brand power, resource base, and management expertise suggest it is well positioned to execute on these reforms. In the short term, earnings and margins could remain under pressure as Nike invests in operations and marketing to regain its stride. But for long-term investors, the ongoing turnaround offers a compelling narrative of resilience and reinvention. Keeping an eye on DTC revenue growth, innovation pipeline, and international performance will be essential to gauge just how well the “Swoosh” can bounce back in the quarters and years ahead. ### The Bottom Line Nike’s turnaround under Elliott Hill is still in its early innings, and the company is wisely setting realistic expectations. With continued strategic focus and execution, the world’s top athletic brand is working not just to recover, but to come back stronger. For those tracking US stock news, Nike’s evolution remains one of the most consequential stories to watch in the consumer sector this year.