Nike (NYSE:NKE) could have a new breath as veteran executive Elliott Hill returns to the helm today, signaling a new direction for the company after struggling with declining sales. The stock initially jumped on Hill's return, peaking at $90.62, before giving back gains due to a disappointing fiscal Q1 2025 earnings report, which revealed a 10.4% year-over-year revenue drop. Competitors like On Holding (NYSE:ONON) and Skechers (NYSE:SKX) have been gaining ground, leaving Nike with pressing challenges, including reinvigorating innovation and addressing supply chain disruptions in key markets like North America and China.

Despite these headwinds, Hill's deep knowledge of Nike, built over more than three decades, could provide the strategic reset needed. Analysts are cautiously optimistic, noting that Nike's ability to cut costs and maintain margins during this transition period is a positive sign. With Nike expected to roll out new product lines and a stronger emphasis on collaboration with wholesalers, there's room for a rebound. Investors will be closely watching how Hill navigates this challenging landscape, particularly in reigniting demand through new product launches and restoring wholesale partnerships to regain lost market share.

This article first appeared on GuruFocus.