Someone at the top figured out Nike is not a Tech company.
21 replies (most recent on top)
What kind of company is it?
The problem with Nike’s Tech org is it’s led by good old boys who, in collusion with people who report to them, prioritize their job security.. they resist, diminish and demean anyone who is trying to do what the executive team says they want to do. Because they think the intentional inefficiencies will make them irreplaceable. Throw in the misogyny , racism and bigotry.
@cq going to Amazon and taking ownership over the grey market ironically hasn’t improved sales whatsoever. In fact, while brand integrity is more in control business has softens. Also. Amazon is nothing more than an online mall. You’re missing the point on core competencies m to the post you’re replying
@bp Correct. Tech is one of the sales channels. A very powerful one. Ask Amazon.
@c6 no point in having tech if there is no product to sell or everything is selling at a discount, gotta divest to reinvest. Tech investments can come back when we are making money.!
what business today doesnt rely on tech? even though Nike is not a tech company, it still requires very much on tech to move forward or lose out, its not about the tech org or people, its about those leaders up there how they drive with tech and make the decision
@b6 is correct. We’re not just a retailer. @ah you’re as stupid as everyone else who is still crying about tech. All of you need to leave because you’re so clueless it’s pathetic.
Just hear what EH has explained many many times - it’s pretty simple. But, you need to actually listen to him (and Mark Parker and Mr. Knight). The history is very important because the founders and all the og’s built this thing. Not you. You’re destroying this great brand.
There’s a recurring misunderstanding about what kind of company Nike actually is. It’s not a tech business, and reducing it to a retailer misses the point as well. At its core, it operates as a consumer brand built around sport (and our three brands Nike, Jordan, Converse) designing and delivering footwear, apparel, and related products within that ecosystem.
Leadership has been consistent in articulating this direction over the past few years, yet there still seems to be resistance or confusion internally. Some of that may come from entrenched thinking or misalignment on what the business fundamentally represents going forward.
There’s also a broader tension between legacy perspectives and newer approaches. Long-tenured individuals often have a clearer sense of the original model, while newer contributors may interpret the company through a different lens. That disconnect can create friction and slow decision-making.
Historically, the brand achieved an exceptional level of global influence through a combination of product innovation, athlete partnerships, and cultural positioning. The challenge now appears to be maintaining that identity while navigating evolving internal priorities and external pressures.
@ah slight correction: Nike is not a retailer, Nike is a brand. A sports product brand, who sells wholesale and DTC both. Major mistake was thinking own retail would drive enough traffic to keep the brand lifted when customers returned to multi branded stores. Nikes core competency is making product for athletes (apparel. FW and accessories) and building aspiration others want to be a part of.
@aa Not Tech fault, but leadership failures always fall on the heads of the troops. Sad but true.
@ah Nike sits right in middle of Product-Tech-Marketing dont fafo with any of its core pillars
@aj actually no it didn’t
Nike Tech brought you SNKRS
@af Nike is a retailer , it earns money by selling shoes and apparel, absolutely right!
Products were overshadowed by tech , that was indeed a mistake that happened and is a contributing factor in Nike's 2026 story, tech here has to be lean but focused as a model that supports the business as a reliable platform, these moves though are over correction in my humble opinion, without a stable platform of tech things will derail , already hear this from our EMEA counterparts who complain about lack of tech support for their issues, things that were getting resolved in a day are now taking a week. That’s not going to help the growth now , is it?
Product, brand, marketing, and innovation lost their way by recycling leaders/ideas, reinforcing echo chambers, forcing confirmation bias in teams/hiring, and slowly following trends as a substitute for product development. Pickleball post-match recovery slides 🔥
And again all these posts prove the fact that Nike is filled with id--ts who don’t know our business and maybe here in h1b? Sorry lil’ homies Nike is NOT a tech company.
We use tech to accelerate and optimize our business to maximize shareholder wealth. The big mistake was JD - no shoedog experience and thought he’d make us the next google. A lot of people drank the tech koolaid and should also be held accountable for assisting the mistake. VA, MF, et al what a bunch of posers.
Oh, so you sent your post in via carrier pigeon? It’s 2026; everything is tech.
We're cost center guys during a recession, of course an MBA blames us
The blaming tech thing is so old and ridiculous. Somebody on the brand side has to figure out how to sell some shoes. That ain’t tech’s fault
People keep saying this like some sort of stupid mantra.
Bit like the political side where they just repeat tds because it helps them not bother having to actually think.
Get past the sayings and use your brain. Gutting tech isn’t going to magically fix Nike. Getting more in touch with what your consumers want and sculpting products to match is.
Plus stop following the market, LEAD IT. Make consumers want your product again.
The most entertaining thing about this site is the number of people who out themselves as having no idea how businesses work in 2026
Try and name a few things at Nike that do not trace back to dependencies on GT
Wow. True mo--ns have all banded together. Do not come begging to us with your requests.