Meanwhile EVP and CFO Matthew Friend is expanding his responsibilities to include Procurement, Global Places & Services and Demand and Supply Management.

So what exactly will the changes mean on a practical level?

O’Neill will now lead the firm’s “global product engine and fully integrate its brand marketing storytelling to build deep relationships and engagement with the brand”. She’s a 24-year company veteran who in her most recent role was leading its marketplace and four geographic operating regions. 

The firm’s Global Brand Marketing and Global Sports Marketing will now report to O’Neill. 

Williams will step up to lead Nike’s four geographies and marketplace across its Direct and Wholesale business. He’ll also lead Nike’s Supply Chain and Logistics. He’s only been with the firm since 2019 but Nike said he’s “led Jordan Brand

The duo will be “supported by a deep bench of leadership across Nike and, together, will lead the business through its next phase of innovation and growth, serving future generations of athletes”. 

Sarah Mensah, VP/GM, North America, will become President, Jordan Brand. Scott Uzzell, currently CEO, ConverseJohn Donahoe

And it doesn’t stop there with COO Andy Campion taking on a new leadership role as MD, Strategic Business Ventures. He’ll work closely with Donahoe “to identify and pursue new business opportunities to drive disproportionate growth for the company”. 

Part of that will include overseeing Nike Virtual Studios (NVS) and leading teams across its World Headquarters and Los Angeles-based offices.

Finally Michael Spillane, President, Consumer Creation is retiring from the company later this year after 16 years there. Donahoe thanked him “for his extensive contributions to the brand”.

The CEO said this is all about the company “driving even greater focus and integration across our business and teams, doubling down on what Nike does best: seamlessly serving athletes with compelling product”.

He added that its “brand momentum is strong, our innovation pipeline is unmatched, and our strategy is working. What continues to be clear is that there’s so much more potential ahead of us”.

The shifts should allow the business to “streamline our focus across product, brand storytelling and marketplace, mining deep consumer insights to deliver breakthrough innovation and engagement, while building long-term growth and profitability”.