NIKE's Winning Strategy Takes Shape: Executing on Win Now Priorities and Building a Stronger Foundation
Nike, Inc. has been making significant strides towards building a stronger foundation for its business, as highlighted in their recent Q4 2026 conference call. The company's focus on its Win Now priorities is starting to create impact, with meaningful structural improvements being made across team culture, innovative product, brand strength, and supply chain technology.
"Win Now is making the comeback possible," said Elliott Hill, President and CEO of Nike, Inc. "Our renewed obsession with sport and the success of our athletes is fueling energy for our brands and building momentum in our performance business, which grew mid-single digits this fiscal year."
The company's Sport Offense operating model has been instrumental in driving these improvements, allowing them to move 8,000 teammates into vertical sport teams while simplifying and accelerating their supply chain and technology. This shift is starting to pay off, with the performance business seeing growth and the company's renewed focus on sport and athletes fueling energy for its brands.
However, Nike still has work to do in certain areas, particularly in Nike Sportswear and Jordan streetwear where sell-through remains challenged. The company is operating in a complex macro environment, with added pressure on traffic and discretionary spending across geographies. Despite this, they remain focused on what they can control – bringing each sport together across product, brand, marketplace, and operations – and deepening their connections with athletes, consumers, and partners.
One area where Nike is seeing success is in its marketing efforts. The company has directed its marketing, social, and communications outreach to build influence across a wide network of sport-specific communities. This approach has paid off, with the company seeing energy and a uniquely Nike point of view brought to sports moments both big and small.
Another area where Nike is excelling is in its product pipeline. The company has delivered five consecutive quarters of double-digit growth in Nike Running, adding roughly $1 billion to its running business over that period. In FY 2026, across Western Europe and North America, they gained five points of running market share in statement footwear, more than any other top five brand.
The integrated marketplace is also an area where Nike is making significant strides, with wholesale revenue growing 4% in the fiscal year led by double-digit growth in North America. The company has invested heavily in physical marketplace, refreshing over 15,000 spaces in wholesale doors around the world.
