Nike Brings Back Retired Executive to Fix Slumping Retail Sales

Nike Inc. has rehired a retired senior executive to oversee retail partnerships after relationships with sneaker sellers soured and sales dropped.

Tom Peddie, a veteran executive who worked at Nike for 30 years before the company announced his retirement in 2020, is returning as its vice president of marketplace partners, according to an internal memo seen by Bloomberg.

Nike is trying to rebuild relationships with its retailers, such as Foot Locker Inc., after pulling products from many stores in favour of its own shops, e-commerce and apps under chief executive officer John Donahoe. The company’s stock has declined 33 percent this year through Monday as sales continue to decline.

“As we continue to focus and improve capabilities in our wholesale business, I am confident that Tom will bring both vision and bold leadership to accelerate the Marketplace strategy,” Craig Williams, Nike’s president of geographies and marketplace, said in the memo.

Peddie held several senior management roles during his Nike career. In his last job, he served as vice president and general manager of North America. His return to Nike was slated for June 24, according to the memo.

Peddie and a spokesperson for Nike didn’t immediately respond to requests for comment.

By Kim Bhasin and Lily Meier

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