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    Home > Finance > Britain's JD Sports says Nike 'doing all the right things' to lift sales
    Finance

    Britain's JD Sports says Nike 'doing all the right things' to lift sales

    Published by Global Banking & Finance Review®

    Posted on September 24, 2025

    1 min read

    Last updated: January 21, 2026

    Britain's JD Sports says Nike 'doing all the right things' to lift sales - Finance news and analysis from Global Banking & Finance Review
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    Tags:retail tradecustomersinnovationfinancial managementcorporate strategy

    Quick Summary

    JD Sports supports Nike's strategic changes under CEO Elliott Hill, noting improved sales and customer response to new products.

    Table of Contents

    • Nike's Strategy and Market Performance
    • JD Sports' Confidence in Nike
    • Impact of New Nike Products

    JD Sports Confirms Nike's Positive Direction Under CEO Elliott Hill

    Nike's Strategy and Market Performance

    LONDON (Reuters) -Nike's new CEO Elliott Hill got a vote of confidence from one of its largest customers, British sportswear retailer JD Sports, whose finance chief said Nike was "doing all the right things" to revive demand.

    Hill, who was with Nike for more than three decades, returned as CEO in October to lead a turnaround at the firm which had been struggling with strategy missteps that soured its relations with retailers.

    Under Hill, Nike has been investing in its running shoe and sneaker lines to reclaim lost ground in the segments, while rekindling relationships with retailers.

    JD Sports' Confidence in Nike

    "We think Nike are doing all the right things in terms of resetting the business," Dominic Platt, JD Sports' chief financial officer told reporters on Wednesday after the group reported first half results.

    Impact of New Nike Products

    Nike products make up about 45% of JD Sports' sales.

    Platt said new products from Nike were "resonating well" with customers, highlighting the Vomero, Pegasus and P-6000 running ranges.

    (Reporting by James Davey; Editing by Bernadette Baum)

    Key Takeaways

    • •JD Sports supports Nike's strategic direction under CEO Elliott Hill.
    • •Nike focuses on running shoe and sneaker lines to regain market share.
    • •JD Sports reports positive customer response to new Nike products.
    • •Nike aims to strengthen retailer relationships.
    • •Nike's products constitute 45% of JD Sports' sales.

    Frequently Asked Questions about Britain's JD Sports says Nike 'doing all the right things' to lift sales

    1What did JD Sports' CFO say about Nike's new strategy?

    Dominic Platt, JD Sports' chief financial officer, stated that Nike was 'doing all the right things in terms of resetting the business.'

    2How long has Elliott Hill been with Nike?

    Elliott Hill has been with Nike for more than three decades and returned as CEO in October.

    3What percentage of JD Sports' sales come from Nike products?

    Nike products account for about 45% of JD Sports' sales.

    4Which Nike product lines are performing well according to JD Sports?

    JD Sports highlighted that new products from Nike, including the Vomero, Pegasus, and P-6000 running ranges, are resonating well with customers.

    5What changes has Nike made under Elliott Hill's leadership?

    Under Hill's leadership, Nike has been investing in its running shoe and sneaker lines and rekindling relationships with retailers.

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