Latest news with #SoWin
CNBC
29-07-2025
- Business
- CNBC
Nike loses head of North America women's business to Athleta
Gap's Athleta has tapped the head of Nike's women's business in North America as its next CEO, delivering a blow to the sneaker company as it tries to win back more female shoppers. Maggie Gauger, who has spent more than 20 years at Nike, is the third CEO hired to helm Athleta in the last two years as the women's athleisure brand's sales decline. She'll replace Chris Blakeslee, the former Alo Yoga executive who was hired to replace Mary Beth Laughton in 2023. Under Blakeslee's direction, Athleta partnered with high-profile athletes like swimmer Katie Ledecky and WNBA star Kate Martin and won over new shoppers with different types of products. However, the strategy has not translated with Athleta's existing customer base. For four out of the last six quarters, the brand's revenue and comparable sales dropped, which dragged down its parent company's overall performance. "Over the past two years, Chris has led the early stages of Athleta's reset, recentering the brand to win with innovative performance product and refining the brand's point of view, helping to position Athleta for the future," Gap CEO Richard Dickson said in a news release. "We are thrilled for Maggie Gauger to join as CEO of Athleta as we look to accelerate the brand's reinvigoration. Maggie blends proven business transformation capabilities, deep consumer centricity, product fluency, and a heartfelt commitment to empowering women and girls. This combination of skills and experiences will equip her to lead Athleta into its next chapter of growth." Gauger's decision to become Athleta's next CEO is a big win for a brand so squarely focused on serving female shoppers, but a major loss for Nike at a pivotal time for the sneaker giant. Since Elliott Hill took the helm of Nike last fall, he has made the women's business a central part of his strategy as he works to turn around the business and return it to growth. In its first Super Bowl ad in decades, Nike targeted female athletes in its "So Win" campaign. It later announced it would be partner with Kim Kardashian's activewear line Skims as it looked to get an edge over competitors like Athleta, Alo Yoga and Vuori. Nike has said previously that about 40% of its customers are women, but most apparel brands prefer to have more female consumers than male because they tend to shop more and spend more on clothes. Plus, the gender gap has given Nike's competitors a foothold in the athletic apparel business, which could be a growth area for the company. Gauger was in charge of closing that gender gap in Nike's most important market, but now that work will fall to a new leader, adding another layer of transition at a vulnerable time for company. Gauger is slated to take on the new role on Aug. 1 and Blakeslee will stay on as an advisor to "support a smooth transition," the company said in a press release. Nike didn't return a request for comment.
Yahoo
12-06-2025
- Entertainment
- Yahoo
Q&A: Sha'Carri Richardson talks 2028 Olympics, boyfriend Christian Coleman
Sha'Carri Richardson is the fastest woman on the planet, but she's willingly slowing down in this current phase of her last several months have been electric for the Texas native. She etched her name into history books at the 2024 Paris Olympics with an emphatic 4x100-meter relay gold medal win alongside Olympians Gabby Thomas, Twanisha Terry and Melissa Jefferson. Richardson also took home a silver medal in the women's 100-meter race. Then, in February, she appeared in Nike's "So Win" Super Bowl commercial, alongside other powerful athletes, including Indiana Fever guard Caitlin Clark and Las Vegas Aces forward A'ja Wilson. Richardson kept going, and months later, she was cruising the 2025 Met Gala carpet. With so much happening on and off the track, it would be easy to assume that the 25-year-old might consider slowing down at some point and privately giving herself grace. However, she says grace isn't quite what she had in mind. Advertisement "I have to give myself patience of actually committing to slowing down and understanding that slowing down is continuing to go forward," Richardson told For The Win while promoting her partnership with Turtles. "I have to give myself a certain level of patience to slow down." For The Win recently chatted with Richardson about the 2028 Los Angeles Olympics, boyfriend and fellow Olympic athlete Christian Coleman, and her viral stare down meme from last summer. This interview has been condensed and edited for clarity. What's the hardest part about slowing down when you're not on a track? Olympian Sha'Carri Richardson wearing a crossing guard vest while holding a "slow" sign and a megaphone for Turtles. (Photo courtesy of Turtles) I would say the hardest part about having to slow down is understanding that slowing down does not take away from going forward. I would say that sometimes I feel like speed is equivalent to moving forward, and I don't give that same energy to slowing down, processing ― seeing ― which is still the same equivalent to going forward. What felt different about your 2025 Met Gala appearance versus your first one? NEW YORK, NEW YORK - MAY 05: Sha'Carri Richardson attends the 2025 Met Gala Celebrating "Superfine: Tailoring Black Style" at Metropolitan Museum of Art on May 05, 2025 in New York City. (Photo by) Well, I would say between the two different experiences of the Met Gala, I felt like this time, me and my team were definitely more involved in getting everything together so I can have a great experience. The invite, the two themes within the different Met Galas, also exuded a different energy as well. I feel like the theme of this year exuded a certain level of black excellence that I truly was proud and honored to be a part of. Advertisement The first one was my first one. I was more nervous than anything, and so I was able to take that first experience and build off of it for the second Met Gala. When you hear the term Black excellence, what does that mean to you? Black excellence is understanding. It's being Black, and showing a level of discipline, a certain level of commitment that is an inspiration ― that is an influence ― to anybody watching, but especially to our fellow black peers, family as well as fans. [It] shows no matter what is going on, to show up to be your full self despite, you know, history, despite adversity, and to be in the room and showing that there is no difference in what it is that we can accomplish. What are the deeper, hidden messages in your iconic nail designs that most people may not pick up on? EUGENE, OREGON - JUNE 22: Sha'Carri Richardson holds her gold medal with nails after competing in the women's 100 meter final on Day Two of the 2024 U.S. Olympic Team Track & Field Trials at Hayward Field on June 22, 2024 in Eugene, Oregon. (Photo by) Honestly, when it comes to my nails, I feel like it's depending on like when you're asking. I definitely do trust my team when it comes to preparing my nails. They understand me. They understand my energy, and not just that. They understand the event itself. So, they design based off of what it is that I exude. Advertisement I'm saying the deeper message is, if anything, no matter what the design is, the relationships and my nails comes from the beautiful women within my family that have always shown me nail art from a young girl, like me being a little girl. So, I would say the deeper messages is a relationship to the women in my family, and also, I trust my team to create art every single time. Are you looking ahead to the 2028 Los Angeles Olympics, or is it too soon to do that? PARIS, FRANCE - AUGUST 03: Sha'Carri Richardson of Team United States competes during the Women's 100m Semi-Final on day eight of the Olympic Games Paris 2024 at Stade de France on August 03, 2024 in Paris, France. (Photo by) No, it's never too soon to look forward to L.A. Olympics. I feel like being a track and field athlete, we don't just show up for the Olympics. We have world championships. We have other meets that happen every other year as well, besides every four years. Advertisement So, right now I'm looking forward to world championships in Tokyo as the reigning world champion in the 100 in September, and as well as from there, definitely building off of that momentum to go to 2028, and continue to represent myself, hard work, my team and of course, my country team USA. What does it mean to you to have USA across your chest while potentially competing stateside? To have the brand Team USA across my chest represents a level of pride ― that I am as a Black woman, knowing that where I come from ― [which] continues to represent a certain level of resilience that my I am my ancestors wildest dreams, and I will continue to, you know, open that door up to anybody that feels like that door has been closed on them. As well as wearing Team USA across my chest, it represents a country that is always gonna show up and show out. Always gonna put their best foot forward. Always is going to know that, "Hey, if you see me, you know that I'm working to be the best. I trained to be the best, and there's not an option but to go out there, and no matter what happens, but to be the best." If you weren't a track and field athlete, what other sport would you be known for? A softball glove with softballs is pictured before Game 1 of the Women's College World Series championship series between the Texas Longhorns at Texas Tech Red Raiders at Devon Park in Oklahoma City, Wednesday, June 4, 2025. Texas won 2-1. I would say I would probably end up being a dancer. I know this sounds very like south field. I wouldn't say basketball cause I'm not tall at all, and I run too fast for the ball that's why I stopped playing. Actually, no, I would probably either be a dancer or play softball. Who is a fellow athlete that deserves more recognition? TOKYO, JAPAN - MAY 18: Christian Coleman of of the United States of America competes in the Men's 100m final during the Seiko Golden Grand Prix at National Stadium on May 18, 2025 in Tokyo, Japan. (Photo by) I would say Christian Coleman. And I would say Christian Coleman, due to the fact that he has shown up and done things that other male U.S. track and field athletes have not been able to do in such a long time. He continues to show up and represent himself, Team USA, Nike. Advertisement As well as his just journey of always persevering and being known as the best ... but not even just the best starter, but also showing a level of commitment to track and field that is missed by a lot of individuals that are quote unquote in the sport right now. What was your reaction to seeing your gold medal win in the 4x100-meter relay at the Paris Olympics become a meme? Honestly, I did not have a reaction to seeing that because I did it. [chuckles] ... When people ask, like, "Where did that come from?" it literally was just an energy that honestly took a life of it's own. Like, no matter what, again going back to whenever I'm on the track, leaving everything on the track. So, I feel like that's what it was. Advertisement My energy just overcame my body. I was still running, but my energy definitely had a much powerful presence and definitely had to just examine, you know, what was going on around because of the fact of, no, nothing physical was going to stop me. This article originally appeared on For The Win: Sha'Carri Richardson on boyfriend Christian Coleman, 2028 Olympics
USA Today
12-06-2025
- Entertainment
- USA Today
Q&A: Sha'Carri Richardson talks 2028 Olympics, boyfriend Christian Coleman
Q&A: Sha'Carri Richardson talks 2028 Olympics, boyfriend Christian Coleman Sha'Carri Richardson is the fastest woman on the planet, but she's willingly slowing down in this current phase of her last several months have been electric for the Texas native. She etched her name into history books at the 2024 Paris Olympics with an emphatic 4x100-meter relay gold medal win alongside Olympians Gabby Thomas, Twanisha Terry and Melissa Jefferson. Richardson also took home a silver medal in the women's 100-meter race. Then, in February, she appeared in Nike's "So Win" Super Bowl commercial, alongside other powerful athletes, including Indiana Fever guard Caitlin Clark and Las Vegas Aces forward A'ja Wilson. Richardson kept going, and months later, she was cruising the 2025 Met Gala carpet. With so much happening on and off the track, it would be easy to assume that the 25-year-old might consider slowing down at some point and privately giving herself grace. However, she says grace isn't quite what she had in mind. "I have to give myself patience of actually committing to slowing down and understanding that slowing down is continuing to go forward," Richardson told For The Win while promoting her partnership with Turtles. "I have to give myself a certain level of patience to slow down." For The Win recently chatted with Richardson about the 2028 Los Angeles Olympics, boyfriend and fellow Olympic athlete Christian Coleman, and her viral stare down meme from last summer. This interview has been condensed and edited for clarity. What's the hardest part about slowing down when you're not on a track? I would say the hardest part about having to slow down is understanding that slowing down does not take away from going forward. I would say that sometimes I feel like speed is equivalent to moving forward, and I don't give that same energy to slowing down, processing ― seeing ― which is still the same equivalent to going forward. What felt different about your 2025 Met Gala appearance versus your first one? Well, I would say between the two different experiences of the Met Gala, I felt like this time, me and my team were definitely more involved in getting everything together so I can have a great experience. The invite, the two themes within the different Met Galas, also exuded a different energy as well. I feel like the theme of this year exuded a certain level of black excellence that I truly was proud and honored to be a part of. The first one was my first one. I was more nervous than anything, and so I was able to take that first experience and build off of it for the second Met Gala. When you hear the term Black excellence, what does that mean to you? Black excellence is understanding. It's being Black, and showing a level of discipline, a certain level of commitment that is an inspiration ― that is an influence ― to anybody watching, but especially to our fellow black peers, family as well as fans. [It] shows no matter what is going on, to show up to be your full self despite, you know, history, despite adversity, and to be in the room and showing that there is no difference in what it is that we can accomplish. What are the deeper, hidden messages in your iconic nail designs that most people may not pick up on? Honestly, when it comes to my nails, I feel like it's depending on like when you're asking. I definitely do trust my team when it comes to preparing my nails. They understand me. They understand my energy, and not just that. They understand the event itself. So, they design based off of what it is that I exude. I'm saying the deeper message is, if anything, no matter what the design is, the relationships and my nails comes from the beautiful women within my family that have always shown me nail art from a young girl, like me being a little girl. So, I would say the deeper messages is a relationship to the women in my family, and also, I trust my team to create art every single time. Are you looking ahead to the 2028 Los Angeles Olympics, or is it too soon to do that? No, it's never too soon to look forward to L.A. Olympics. I feel like being a track and field athlete, we don't just show up for the Olympics. We have world championships. We have other meets that happen every other year as well, besides every four years. So, right now I'm looking forward to world championships in Tokyo as the reigning world champion in the 100 in September, and as well as from there, definitely building off of that momentum to go to 2028, and continue to represent myself, hard work, my team and of course, my country team USA. What does it mean to you to have USA across your chest while potentially competing stateside? To have the brand Team USA across my chest represents a level of pride ― that I am as a Black woman, knowing that where I come from ― [which] continues to represent a certain level of resilience that my I am my ancestors wildest dreams, and I will continue to, you know, open that door up to anybody that feels like that door has been closed on them. As well as wearing Team USA across my chest, it represents a country that is always gonna show up and show out. Always gonna put their best foot forward. Always is going to know that, "Hey, if you see me, you know that I'm working to be the best. I trained to be the best, and there's not an option but to go out there, and no matter what happens, but to be the best." If you weren't a track and field athlete, what other sport would you be known for? I would say I would probably end up being a dancer. I know this sounds very like south field. I wouldn't say basketball cause I'm not tall at all, and I run too fast for the ball that's why I stopped playing. Actually, no, I would probably either be a dancer or play softball. Who is a fellow athlete that deserves more recognition? I would say Christian Coleman. And I would say Christian Coleman, due to the fact that he has shown up and done things that other male U.S. track and field athletes have not been able to do in such a long time. He continues to show up and represent himself, Team USA, Nike. As well as his just journey of always persevering and being known as the best ... but not even just the best starter, but also showing a level of commitment to track and field that is missed by a lot of individuals that are quote unquote in the sport right now. What was your reaction to seeing your gold medal win in the 4x100-meter relay at the Paris Olympics become a meme? Honestly, I did not have a reaction to seeing that because I did it. [chuckles] ... When people ask, like, "Where did that come from?" it literally was just an energy that honestly took a life of it's own. Like, no matter what, again going back to whenever I'm on the track, leaving everything on the track. So, I feel like that's what it was. My energy just overcame my body. I was still running, but my energy definitely had a much powerful presence and definitely had to just examine, you know, what was going on around because of the fact of, no, nothing physical was going to stop me.
Fashion Value Chain
06-06-2025
- Business
- Fashion Value Chain
The Swoosh in the Saree: How Nike's Women's Push Resonates in India
By Shweta Sheth – Post Graduate Academic Scholar. Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles Govt of India, Daman campus Nike, the global titan of sportswear, has always been synonymous with athletic prowess and a relentless pursuit of greatness. From Michael Jordan's gravity-defying dunks to Serena Williams's dominant serves, the 'Just Do It' ethos has inspired millions worldwide. But as the brand steps into a new era, marked by a revamped leadership team under brand president Amy Montagne and the powerful face of A'ja Wilson, its commitment to women is taking center stage. In India, a nation where sports are increasingly embraced by women, this evolution is particularly significant, promising to redraw the lines of athletic aspiration. India, with its vibrant cultural tapestry and a burgeoning young population, presents a unique landscape for a brand like Nike. For years, cricket has reigned supreme, often overshadowing other sports and limiting visibility for female athletes. However, a silent revolution has been brewing. From the boxing ring with Mary Kom to the badminton court with PV Sindhu and Saina Nehwal, Indian women are making their mark on the global sporting arena, inspiring a generation to embrace physical activity. Nike's journey in India hasn't been without its hurdles. Early on, the brand faced challenges in connecting with the price-sensitive Indian consumer and adapting its global strategies to local nuances. While they made significant investments in cricket sponsorships, the broader appeal often remained elusive. Yet, in recent years, a more nuanced and impactful approach has emerged, especially concerning women's sports. Campaigns like 'Da Da Ding,' featuring a powerful squad of everyday female athletes, resonated deeply, driving app downloads and increasing participation in Nike Run Clubs. This demonstrated a crucial understanding: to truly connect with the Indian woman, the brand needed to celebrate her journey, her struggles, and her triumphs, not just the elite athlete. Enter Amy Montagne, Nike's President, who brings two decades of experience within the company, including a crucial stint as VP/GM Global Women's. Her promotion signals a clear strategic pivot, aiming to serve consumers across all sports and accelerate growth, with women's initiatives at the core. This renewed focus on women is not merely about product; it's about shifting the narrative, dismantling stereotypes, and creating a truly inclusive sporting environment. The recent campaigns featuring A'ja Wilson, the WNBA superstar, are a prime example of this bold new direction. Wilson embodies strength, unapologetic ambition, and a fierce dedication to her craft. Her presence, alongside other powerful female athletes like Caitlin Clark and Sha'Carri Richardson, in campaigns like 'So Win,' resonates with a message that transcends sport: it's okay to want to win, to be the best, and to demand your space. This sharper, bolder marketing appeal, less about feel-good clichés and more about the raw passion for victory, is a refreshing change. For the Indian market, this narrative holds immense power. Indian women often navigate societal expectations and traditional roles, making their foray into sports a testament to their resilience and determination. When Nike champions athletes like A'ja Wilson, who defy limitations and own their power, it sends a powerful message to every aspiring female athlete in India: your dreams are valid, your ambitions are worth pursuing, and you too can break barriers. The impact of such campaigns is not just about selling shoes; it's about fostering a cultural shift. By showcasing diverse female athletes who embody grit and determination, Nike is helping to normalize and celebrate women's participation in sports. This, in turn, can inspire more young girls in India to pick up a bat, kick a ball, or lace up their running shoes, knowing that a global brand stands with them. Nike's evolution, with its revamped leadership and powerful storytelling, is a testament to its understanding that the future of sport is undeniably female. In India, where the potential for women's sports is immense, this commitment from a brand as influential as Nike could be the catalyst for a truly transformative era, one where the swoosh becomes a symbol of empowerment for every Indian woman who dares to 'Just Do It.'
Business of Fashion
05-06-2025
- Business
- Business of Fashion
Is Nike Finally Winning With Women?
Twenty years ago, The New York Times published a story headlined 'Nike Changes Strategy on Women's Apparel,' detailing the company's latest effort to win over that market 'after years of failures.' The strategy in May 2005: Mailing catalogs for its Nikewomen line to 600,000 homes, revamping and opening a new women's store in a New York suburb. Both the website and the store shut down long ago. For years after, Nike would repeatedly roll out new products, marketing and retail concepts aimed at female athletes. While it's built a sizeable business – $8.6 billion in wholesale sales alone in its last fiscal year – women's apparel and footwear never became the catalyst for growth or cultural clout that successive generations of Nike executives hoped. Meanwhile, the brand sometimes found itself on the defensive over its treatment of women. Customers complained of uninspired products and superficial marketing. Female employees at Nike's Beaverton, Oregon headquarters spoke to The Wall Street Journal and The New York Times of a boy's club culture where women were sidelined and passed over for advancement. The final lawsuit stemming from those investigations was settled in April of this year. In one two-year stretch, Nike lost two of its highest-profile female athletes, track star Allyson Felix and gymnastics gold medalist Simone Biles, to Gap-owned Athleta. ADVERTISEMENT Now, Nike is once again in the middle of a major push to win over women. This time, it seems to be working. For the first time in years, the storytelling and cultural cachet around Nike Women rivals – some would say, exceeds – what the brand is doing with men's sports or athletes. In February, Nike aired its first Super Bowl ad in nearly three decades — 'So Win,' a 60-second spot celebrating women athletes, starring WNBA superstars Caitlin Clark and A'ja Wilson, sprinter Sha'Carri Richardson and others. Months later, Nike's main Instagram account, with 300 million followers, is dominated by images of female athletes and Nike Women's gear. Nike's "So Win' Super Bowl campaign featured track and field star Sha'Carri Richardson. (Courtesy/Courtesy) It followed up in May with a campaign for Wilson to promote the release of her signature shoe, the 'A'One Pink Aura,' which sold out within minutes of hitting Nike's SNKRS app and the brand's website. 'Look who's back!' former Nike marketing executive Adrienne Lofton wrote under an Instagram post of the campaign, captioned: 'From the playground to the playoffs, real ones know there's only one A'ja.' Aja Wilson's "A'One" signature basketball shoe for Nike sold out within minutes of its release in May. (Courtesy/Courtesy) On the product innovation front, Nike is backing Kenyan runner Faith Kipyegon in her quest to become the first woman to run a mile in under four minutes, which she'll attempt on June 26 at Stade Charléty in Paris. NikeSkims, its upcoming partnership with Kim Kardashian's shapewear label, is being set up as the next Jordan Brand, with a line of training apparel, footwear and accessories set to drop any day now, and a global expansion planned for 2026. Nike is backing Kenyan runner Faith Kipyegon in her quest to become the first woman to run a mile in under four minutes. (Courtesy/Courtesy) In the ultimate vote of confidence, Nike named Amy Montagne — who has overseen these initiatives as general manager of its women's division — as brand president in May. Nike has also elevated other women to key leadership roles, including Ann Miller as EVP of global sports marketing and Nicole Graham as executive vice president and chief marketing officer. 'What I've really heard from everyone is — especially having experiences with so many women around the company — seeing me do this makes them see that they can as well,' Montagne told The Business of Fashion. ADVERTISEMENT At a time when Nike is trying to find its way out of its worst slump in decades, its ability to authentically connect with the female consumer could prove critical to turning things around. It's too soon to know whether these moves will translate into sales. In the last fiscal year, ending in May 2024, women's wholesale revenue overall was flat, and had grown at an average annual rate of 5.6 percent over the last decade, slightly slower than the overall business. Its share of the wholesale business, 21 percent last year, was virtually unchanged. However, the company said in December that growth in women's basketball and running exceeded men's late last year (new annual figures will be released in June with the company's annual results). Nike Women's has momentum, but the brand has taken its swing before. This time, it's the follow-through that counts. 'It's clear that to become a $50 billion-revenue business, Nike has had to focus on selling to [men and women],' said Simeon Siegel, managing director and senior analyst at BMO Capital Markets. 'But at the same time, they've clearly had their favourites.' Courting Women By sheer volume, Nike is already a powerhouse in women's athletic apparel. Its closest competitor, Lululemon, generated about $6.7 billion in women's sales last year. Where Nike has stumbled, said Siegel, is in 'voice' and 'perception' — the emotional connection that fosters lasting loyalty, particularly among women. This disconnect isn't unique to Nike. Brands have historically underinvested in the women's sports market, said Portia Blunt, who has held senior roles at Reebok and New Balance. 'As a whole, in the athletic industry, the women's space is always ripe,' Blunt said. 'It's always on the 'idea board' as white space. That tells us brands still aren't fully hitting the mark when it comes to capturing a potential audience.' ADVERTISEMENT This gap created an opening for Lululemon, and later, Alo Yoga and Skims. With sharp messaging and expansive offerings that went beyond the old 'shrink it and pink it' playbook, they captured territory Nike hadn't fully claimed, said Matt Powell, senior advisor at BCE Consulting. It's not that Nike ignored women's sports — the brand has put female athletes front and centre in its marketing practically from the start. In interviews, both Montagne and Nike vice president of global sports marketing Tanya Hvizdak noted Nike's backing of Joan Benoit Samuelson, the first women's Olympic marathon champion, in 1984. It's been a marketing partner of the WNBA since 1997, and made an equity investment in the league in 2022. Serena Williams wore Nike for most of her three-decade tennis career; her name graces a building on the Beaverton campus. The Serena Williams Building at Nike's Beaverton headquarters. (Courtesy/Courtesy) But Nike traded away some of the goodwill those partnerships brought with a very 'male-centric' go-to-market strategy, Powell said. 'They're saying, 'Oh, we got a new sports bra, it's the only sports bra she'll ever need,' he said. 'If she's doing yoga, she needs one kind of bra. If she's a runner, she needs another type of sportswear. And to say there's only she only needs one completely ignores her needs. That's how a guy would think.' Turning the Corner Nike's latest women's campaign has roots in a pivotal period for the brand. In 2018, it faced internal turmoil after the WSJ investigation, prompting a public apology from then-chief executive Mark Parker. By spring 2019, Olympic champion Allyson Felix had parted ways with Nike, citing inadequate maternity protections and a proposed pay cut — a flashpoint in broader criticism of how the brand treated women athletes. 'If you were to go back to that period, our female athletes were saying that they wanted more from us; there were opportunities for us to lean in in a greater capacity,' Hvizdak said. That summer, the 2019 Women's World Cup in France became a breakout moment for women's sports, drawing record viewership and cultural momentum. Nike had poured significant resources into the tournament, and its 'Dream With Us' ad featuring the US team drew widespread acclaim. Nike's national strips for the Women's World Cup | Source: Nike News Nike's national strips for the Women's World Cup | Source: Nike News 'All of us were saying, 'Women's sport is going to take off,'' said Montagne, who oversaw the campaign. In 2021, Nike launched its Athlete Think Tank — a collective of female athletes, including A'ja Wilson, brought together to share ideas, collaborate, and help Nike improve the athlete experience both on and off the field. Out of the cohort, now in its fifth iteration, came innovations like a new maternity line in 2022 and leak-protection shorts in 2023, designed to minimize the risk of leaks during menstruation and physical activity. 'The premise of the [Think Tank] was, 'how do we bring [women's] voices throughout the entirety of our organisation?'' said Hvizdak. Nike's campaign with Wilson embodies the brand's evolution. Splashed across both its main Instagram grid and the Nike Women's account, the campaign leans into Wilson's trademark humility while unapologetically centering her Black identity. There's an image of diamond grills between pink-glossed lips — and in the campaign video, little Black girls with braids clapping to a rhyme about Wilson, and an actress portraying a young Wilson being shushed by her grandmother in church. 'A'ja helped co-create everything about that launch from a product perspective — her voice was singular,' Hvizdak said. 'Those insights came through all the details within that product, in regards to the fit and feel of it … And then when you're talking about the community aspect and the storytelling, she wanted to make sure that it was tied to her community.' The "A'One" for A'ja Wilson. (Courtesy/Courtesy) Beyond the high-profile campaign and signature shoe launch, Nike has put real backing behind Wilson — supporting her 'Dear Black Girls' book tour, bringing her to Paris Men's Fashion Week, and naming her the first signature athlete for its partnership with Lego, which includes apparel and footwear co-designed with the toy company. 'Our job is to fuel the voice of the athletes, and I think that's really what's coming through on the campaigns,' Montagne said. Overall, women's basketball has long been a challenging category — sales of performance basketball shoes have been sluggish generally, and women's footwear represent a tiny portion of that market. But brands also haven't stuck around long enough to unlock the sport's potential, said Blunt. '[They] invest for a season or two... and walk away because it's not turning fast enough in terms of the results you want to see,' she said. While Nike has long supported the WNBA, its track record of developing shoes for individual women athletes has been less consistent. After debuting several signature sneakers with WNBA stars in the league's early years, Nike went more than a decade without launching a new one for mass distribution. That changed in 2022 with the Air Deldon, designed for Washington Mystics star Elena Delle Donne. The following year, Nike introduced the Sabrina 1, a performance shoe for New York Liberty guard Sabrina Ionescu, which saw strong sales in both North America and China, according to the brand. Caitlin Clark stars in Nike's 'So Win' Super Bowl campaign. (Courtesy/Courtesy) Nike's investment in stars like Wilson — and 'ultimately Caitlin Clark,' a Nike athlete who many expect to receive her own shoe — could help shift that narrative and 'legitimize the women's basketball shoe business,' Powell said. NikeSims presents another opportunity. The collaboration aims to create a new brand and reinforce Nike's commitment to inclusivity through Skims' focus on body-sculpting apparel, Montagne said. 'The idea behind this new brand is to bring some disruption, to really disrupt the global fitness and activewear industry,' she said. 'We have a tremendous opportunity to invite more women into sport and movement.' NikeSKIMS will debut its first collection in the United States at select retail locations and online this spring. (Nike) Women at the Top Nike's representation of women has steadily increased in recent years. As of fiscal year 2023, women made up 51 percent of the company's global corporate workforce and 44 percent of its vice presidents and senior leaders. In 2020, those figures were 50 percent and 39 percent, respectively. 'If they continue down the path they are on, and it [remains] a long-term endeavor, then we'll see those numbers continue to increase,' said Blunt. 'I fundamentally believe that Nike does look at representation and having a diverse thought leadership as important — and you're starting to see proof in the pudding.' One of the clearest signs of Nike's leap forward is the rise of women leaders like Montagne — a 20-year Swoosh veteran who's twice led the women's category, and one of the architects behind the Skims deal. Amy Montagne is president of the Nike brand. (Courtesy/Courtesy) For the Nike brand, Montagne now leads across all product, storytelling, and what she describes as 'delivering the most amazing experiences for consumers, both physical and digital.' Having joined the company in 2005 as a senior director for kids apparel, Montagne says her tenure leading the women's business positioned her to take on a broader mandate — one that still hinges on the women's category as a key growth engine. 'Working in women's, you have to have the belief of what the future can be … and see a different future than how it is today,' she said. 'I take that spirit with me into this role.'
