Nike CEO insists brand needs to restore its obsession with sport

The new boss of Nike has insisted the brand needs to restore its obsession with sport as part of its turnaround efforts.
CEO Elliott Hill, who returned to the sporting giant in October, said the brand had become “too promotional,” and insisted that “being premium also meant full price,” The Times reported.
Speaking to investors on Thursday (19 December), he explained the chain’s website had been offering a 50-50 split of full price and discount items.
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