Nike CEO trailing behind

Falling margins: Last month, Hill admitted the turnaround was taking longer than he would have liked.

EIGHTEEN months into chief executive officer (CEO) Elliott Hill’s attempts to revive Nike, the sportswear giant is losing market share, and Wall Street is signalling growing impatience with its struggle to clear inventory and churn out must-have sneakers.

Nike’s share of the global sports footwear market fell three percentage points in 2025 to 22.9%, according to Euromonitor International data obtained by Reuters, the third straight year of declines.