Elliott Hill’s journey from Nike sales intern to company CEO

Most of us have heard stories about being unable to let go of firsts – first loves, first achievements, first adventures, first tastes, first job. 

But Elliott Hill, it was the other way around. It was his first job that never really left him. 

He stepped through the doors of Nike over 30 years ago as a fresh-faced intern, eager to begin his first sales stint at the growing athletic brand.

Today, the company is worth US$129.72 billion, and he’s poised to become its new CEO.

Nike’s new CEO may have the best LinkedIn profile ever — 32 years with the same company, from intern to CEO! pic.twitter.com/jC431SCnW6

— Joe Pompliano (@JoePompliano) September 20, 2024

It all started at university

As the son of a single mother in a working-class neighbourhood, Elliott Hill always knew that he had to work hard to get what he wanted. A Texas native, he began his journey with Nike when he was still in university. 

He first went to Texas Christian University, where he pursued kinesiology, the study of movement. After graduating in May 1986, he landed a job as a graduate assistant trainer with the Dallas Cowboys right after.

But Hill spent only a short while with the Cowboys before he decided to join Ohio University for a master’s degree in sports administration. It was there that he met a company representative from Nike, Tim Joyce, who spoke at his sports marketing class. 

As soon as the lecture was over, Hill approached him and expressed his interest in working for the brand. However, it wasn’t until after six months of hounding, begging, and badgering that he finally succeeded in scoring an internship. 

Hill then spent six months in Nike’s Midwest regional sales office doing, “anything that anyone needed him to do”, he said in a Fortitude Fw podcast. After that, he had his own sales territory, with 168 accounts between Oklahoma and Texas; he would drive around in a Chrysler minivan, presenting Nike apparel to mom-and-pop shops.

“You want to try to sell neon and lycra to people in Oklahoma and Texas,” Hill joked, “I had to work hard.”

Perhaps the most memorable part of his first years at Nike was when the company established its famous slogan “Just Do It.”

Hill was still new, and even saw the first “Just Do It” ads before they went public at a sales meeting in 1988; he considers it a defining moment in his career. 

He then took the slogan literally and worked his way up at Nike, ascending through sales positions and managerial roles. He served in various roles, including director of the team sports division, vice president of US commerce, and president of geographies and sales.

When he was Nike’s Vice President and general manager of its North American business in the early 2010s, he even built a personal relationship with Michael Jordan, former professional basketball player and president of Nike’s Jordan brand.

Nike Jordans went global because of Hill – he convinced Jordan to expand his namesake brand worldwide rather than just focusing on North America. 

Satisfied with his career, Hill retired in 2020, choosing to focus on his other pursuits. He served as a board member for charcoal and grill manufacturer Weber Inc., retailer Tecovas, charity foundation Travis County Parks, and even his alma mater, Texas Christian University. He was also a senior advisor for merchant bank and investment platform BDT & MSD Partners.  

In 2022, Hill put together a charity auction with his wife Gina, selling his collection of rare jerseys, autographed sports gear, and even an ancient pair of TCU player-exclusive Nike Air Force 1s. 

Proceeds would go towards a scholarship in his mother’s name, the Candace Newland Holley Scholarship – a US$1.5 million endowment to support the education of students from St. Andrew Nativity School to Central Catholic High School in Portland, Oregon. The couple also offered to match an additional US$750,000 in donations for the cause. 

This was Hill’s attempt at closing the chapter on Nike, and turning his tangible goods – and dusty attic – into something positive and worthwhile. It was a good time to do so as well, as Nike’s brand value was slowly declining after his departure. 

When Donahoe rolled up to the Nike headquarters, he didn’t know much about sneakers and streetwear. But he did know about cost cutting. Source: AFP

Nike’s struggles with innovation, staying relevant

Hill knows he’s up for a challenge when he returns as CEO of Nike. 

The sneaker giant crashed by 25% in 2024 – that’s approximately US$27 billion in market value gone. It’s the biggest decline in 13 years, a result of failing sales and customer defections to newer, upstart brands such as On and Hoka, and existing competitors such as Adidas AG. 

Newer generations care less about the brand’s legacy, and Nike’s lack of innovation even became a national topic at some point. Other brands were gaining a foothold among not just runners, but people who were looking for comfortable footwear to work or school. 

Then there was also the price point. Nike’s Alphafly sneakers, launched in 2020, were perceived as groundbreaking years ago, but only runners willing to pay more than US$200 could afford them.

Demand was waning for the brand’s lifestyle sneakers – fewer people were shelling out for Nike Dunks, Air Force 1s and Air Jordan 1s. Other brands were releasing more affordable, accessible footwear that promised equal performance and comfort.

How did the brand reach such a state? Many within and outside the company blame now-former CEO John Donahoe and his management team for this decline. He came from eBay with an intensive background in tech, but lacked the deep knowledge about sneakers, sneaker culture and retail that Nike needed.

Since Donahoe took office in 2020, the brand’s revenue has dwindled drastically, whittling down to mid-single digits in the company’s latest fiscal year. It didn’t help that Donahoe attempted to restructure the company by cutting two billion in costs, laying off 2% of his workforce, and slashing traditional and third-party retailers.

In contrary, Hill possessed the knowledge, passion, and experience that Nike needed. And it all started with his degree in kinesiology.

Elliott Hill ’86, Horned Frog alum and member of TCU’s Board of Trustees, is now CEO of @Nike! #LeadOnTCU https://t.co/z4wqy1QUec

— TCU (@TCU) September 19, 2024

How Elliott Hill’s education paved the way for him

Kinesiology – the study of human movement. Its historical roots trace back to the ancient philosopher Aristotle, often called the “Father of Kinesiology.” His work marked a pivotal step in humanity’s future by providing a geometric analysis of muscle actions, laying the foundation for studying movement.

in 1964, the field gained traction when chiropractor George Goodheart introduced Applied Kinesiology. This approach involved studying muscle response, aligning with the term “kinesiology,” which denotes the study of movement. Goodheart’s innovative methods, effective in addressing complex health issues, were quickly adopted across various healthcare fields and studies.

Today, kinesiology is a booming, multidisciplinary field. It’s a popular choice for those looking to enter the sports and health industry, either as athletes, trainers, or healthcare professionals. It’s thanks to his degree in kinesiology that Hill initially joined the training field before his legendary 32-year stint at Nike.

But his master’s in sports administration from Ohio University also played a large role, and was in fact the catalyst of it all. While Hill wasn’t an athlete himself, he was working with the Dallas Cowboys as a trainer, and his graduate degree would provide him with the management and leadership skills he needed to help the team. 

It’s no surprise that even athletes choose to pursue degrees in such fields – for example, South Korean football player Park Ji-sung was a postgraduate student at De Montfort University’s award-winning FIFA Master International MA in Management, Law, and Humanities of Sport.

For Hill, the skills he learned from his master’s clearly went beyond managing a single athletic team. Today, he’s poised to lead Nike as a whole.

NEW: Former Nike employees took to social media and group chats Thursday night to discuss the news that Elliott Hill will be the new CEO.

A former employee said they were told that an "audible cheer" went out on Nike's campus when the news was announced https://t.co/gPMMZsC07E

— Anna Hensel ‍ (@ahhensel) September 20, 2024

Elliott Hill’s return promises the dawn of a new era for Nike

Fortune reported that Nike is bringing Hill back to the organisation by offering him a package of US$27 million. Depending on performance metrics, he could also gain cash bonuses of up to US$15.5 million. 

Many applaud the brand’s decision to bring back a longtime executive, rather than tap into another, potentially less knowledgeable outsider. Hill also acknowledged the brand’s struggles, and invited employees to email him directly with their concerns and wishes.

“Nike has always been a core part of who I am, and I’m ready to help lead it to an even brighter future. For 32 years, I’ve had the privilege of working with the best in the industry, helping to shape our company into the magical place it is today,” said Hill in a statement. 

“I’m eager to reconnect with the many employees and trusted partners I’ve worked with over the years, and just as excited to build new, impactful relationships that will move us ahead. Together with our talented teams, I look forward to delivering bold, innovative products, that set us apart in the marketplace and captivate consumers for years to come.”