Bloomberg Talks Nike CEO Elliott Hill Talks Turnaround, Converse Brands
Feb 11, 2026
Elliott Hill, CEO of Nike, leads strategy across Nike, Converse and Jordan with a focus on sport and innovation. He discusses relaunching ACG at the Winter Games and why trail running matters. He explains how tentpole sports moments create product buzz and how Converse is being repositioned around creators and basketball.
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Tentpole Sport Moments Drive Brand Halo
- Sport moments like the Olympics and World Cup act as tentpoles that create halo effects for product and brand.
- Elliott Hill says Nike uses athletes and these moments to translate performance into coveted, innovative products.
ACG As A Strategic Outdoor Entry
- Nike sees the outdoor market as incremental to its core, approached through trail running and ACG.
- Elliott Hill says ACG brings attitude, awareness, and a way to extend into outdoor consumers.
Caleb's Western States Example
- At Western States Caleb wore a long sleeve Airflow top in 100°F and still won with a top time.
- Elliott Hill uses this example to show authentic athlete-driven innovation in outdoor product.