As ever a great article from Prof. Mark Ritson.
Ultimately, four big mistakes saw off John Donahoe. He did not invest enough in product; he forgot to balance short-term performance with enough long-term brand building; he needed omnichannel distribution; and he should have realised Covid was a bubble and not the start of a new era. All obvious errors. And ones that the CEO of Nike should have been able to avoid.
He now needs a series of big brand campaigns and a permanent balance of long and short communications. He needs a successful omnichannel approach, with a vibrant presence across wholesalers and a leading-edge direct digital business too. And he needs Nike to return to its sporting roots with products that define the market demand rather than rework it.
Nike has done it before. It just has to do it again.