Nike loses top strategy and communications executives

Nike announced the departure of two top executives this week. Daniel Heaf, the Chief Strategy & Transformation Officer, and KeJuan Wilkins, the Chief Communications Officer, have both left the company. These changes come as part of a series of executive shifts since CEO Elliott Hill took over in October 2023. In an email to employees, Hill explained that Nike no longer requires a top strategy executive and made this decision in collaboration with Heaf. Under former CEO John Donahoe, Nike focused heavily on selling directly through its own channels, but the company is now shifting back to a more traditional retail approach with partners like Foot Locker. Matt Friend, Nike’s Chief Financial Officer, will oversee the remaining strategy team. Hill thanked Heaf for his contributions over the past six years and praised his leadership style. Wilkins left to spend more time with his family after nearly 20 years at Nike. He became the Chief Communications Officer in 2023. Hill acknowledged Wilkins’ long-standing impact on Nike's brand and stated that the company would soon announce a replacement. Despite reporting disappointing earnings recently, Hill reassured employees about Nike's recovery plan, emphasizing that they have made significant progress in a short time. He expressed optimism about reconnecting with the company's mission and vision.