Nike's new CEO is expected to double down on the company's efforts to repair relations with retailers to energize sales, reversing a strategy under outgoing chief John Donahoe that focused on selling directly through its stores and website.

Nike Inc. destituyó al director ejecutivo John Donahoe, y trajo al ejecutivo Elliott Hill en un intento por devolver a la marca deportiva en crisis a sus días de gloria.

Nike's new CEO will likely focus on repairing relations with retailers to boost demand, a strategy that took a back seat under outgoing chief John Donahoe, industry experts said on Friday.

With Nike's new incoming CEO Elliott Hill, Nike needs to re-focus on innovation and selling great stories around its shoes, an analyst told BI.

Nike announced that former senior executive Elliott Hill will rejoin the company to succeed John Donahoe as president and CEO, as the sportswear giant shakes up its top rank amid efforts to revive sales and battle rising competition.

Elliott Hill started at Nike as an intern in 1988 but steadily scaled its ranks, banking on values of grit and hard work ingrained in him as the son of a single mom in a working class Texas neighborhood.

The company looks to shake things up as demand for its trainers falters in international markets.