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Nike has overhauled its marketing division as it tries to revive sluggish sales, restore brand value and regain the creative edge that defined it for so long.
In a previous ADWEEK story, we spoke to former Nike executives, people who have worked closely with the brand and other marketing experts about how the company stumbled and what it should do next.
While many of its challenges go beyond marketing, efforts to strengthen its brand voice are already underway.
Here’s what we confirmed about how Nike has transformed its division so far:
Separating design and storytelling: Around 2020, Nike merged its brand design and storytelling units under one department. Now it’s separating the two functions again into two distinct teams.
Why does this matter? When the two functions were together, it meant that brand communications was absorbed under design, which “took the leadership in marketing content production,” ex-Nike marketer Massimo Giunco posted on LinkedIn.
Separating them underscores how brand storytelling has again become a singular focus for Nike.
Promoting a marketing maverick: Nike has brought back Enrico Balleri to its world headquarters in Beaverton, Oregon as vice president and creative director of global brand voice. His aim will be to elevate storytelling across the entire brand.
In his 20 years at Nike, Balleri has overseen lauded campaigns including “Write the Future” for the 2010 World Cup. But since 2021, during the time of Nike’s digital-first pivot, he’d been in a regional job in Milan, Italy.
Like his boss Nicole Hubbard Graham, who was named CMO of Nike earlier this year, Balleri is one of the company’s marketing veterans. Elevating him to this new job suggests that Nike is embracing its creative mavericks and focusing on the crucial role of brand storytelling again.
These changes build on other key appointments designed to strengthen Nike’s market position: In July, the sportswear giant rehired Tom Peddie, who retired in 2020 after more than 30 years with The Swoosh. He’s returning as its vp of marketplace partners, a strategic title intended to help Nike rebuild its relationships with key retailers after years of focusing on direct-to-consumer (DTC) sales.
In late 2023, 30-year veteran design lead John Hoke was named chief innovation officer. At the same time Martin Lotti took over the design team, overseeing all aspects of design, from footwear and apparel to brand and retail concepts.