Now that Nike has turned its back on fashion, will the move pay off?

Elliott Hill, who officially started in October as chief executive officer, refocused Nike back on core sports such as running and basketball. Photo: Nike

Elliott Hill has made his strategy for turning around Nike Inc very clear in his first five months as chief executive officer: return the sneaker giant to focusing on sports, not fashion.

Hill has reshaped the company’s organisational chart, overhauled the sports marketing unit, and tried to rekindle relationships with key retail customers and pro leagues, including the NFL.