Nike appoints new leader for North America division
Nike Announces Executive Appointments to Drive Consumer Direct Acceleration Strategy
Sports apparel giant Nike has made several key executive appointments aimed at continuing its momentum with the Consumer Direct Acceleration strategy.
Aaron Cain, previously a senior executive in Nike's men's business, has been appointed as the vice president and general manager of Men's for Nike. Cain will report to Michael Spillane, president of Consumer Creation for Nike. His focus will be on creating product with deeper insights and driving greater specialization through performance sport and sport lifestyle.
Sarah Mensah, the current President of Jordan Brand, will serve as the vice president and general manager of North America for Nike. In this role, she will lead all aspects of Nike's North American operations. Mensah's leadership at Jordan Brand has been instrumental in shaping the brand's direction, promoting its values centered around identity, expression, and supporting the next generation of athletes.
Mensah's appointment marks a continuation of Jordan Brand’s legacy of predominantly Black executive leadership, a practice dating back to its inception in 1997 and linked to its commitment to diversity, equity, and inclusion (DEI) advocated by figures like Jesse Jackson. As president of Jordan Brand, Mensah has been involved in significant initiatives such as global basketball tournaments and community engagement programs that align with Jordan Brand’s role in Nike’s overall leadership and diversity strategy.
Amy Montagne, who was previously the vice president and general manager of North America for Nike, has been named as the new vice president and general manager of Asia Pacific and Latin America for Nike. Montagne will lead brand and business momentum in the Asia Pacific and Latin America region for Nike.
The changes in executive positions at Nike are effective immediately. The focus on Nike's Consumer Direct Acceleration strategy has resulted in layoffs as the retailer restructures certain areas of the business.
It is worth noting that the resignation of Nike's previous head of North America, Ann Hebert, was recent and not directly tied to a Bloomberg report on her son's sneaker reselling business.
Meanwhile, Heidi O'Neill continues as the president of Consumer and Marketplace for Nike. Emma Minto, a former senior executive in Nike's women's business, has become the senior vice president and general manager at Crocs.
In other related news, a Nike marketing executive has become Everlane's first chief marketing officer, and Lululemon has hired a merchandising executive from Nike for its head merchant position. Retailers are also reworking stores to suit shoppers using complementary shop-in-shops, age-appropriate experiences, and integrated technology, although this fact is not directly related to the executive appointments at Nike.
- Aaron Cain, in his new role as vice president and general manager of Men's for Nike, will focus on applying deeper insights and driving greater specialization through performance sport and sport lifestyle.
- Technology integration is increasingly being seen in retail stores, as demonstrated by the implementation of shop-in-shops, age-appropriate experiences, and integrated technology.
- Sarah Mensah, former President of Jordan Brand, will lead all aspects of Nike's North American operations, having been instrumental in shaping Jordan Brand's direction and promoting its values.
- In the realm of editorial, a Nike marketing executive recently took on the role of Everlane's first chief marketing officer, demonstrating the interconnectedness of the business and sports sectors.
