Can Nike Make Its Shoes Cool Again?

The Journal discusses Nike's efforts to revitalize its brand under CEO Elliott Hill. After a period of declining sales, attributed to a shift to e-commerce and overproduction of retro shoe styles, Nike is refocusing on its athletic roots, reorganizing its product lines around sports categories, and re-establishing relationships with retailers. The company is also investing in innovation, including new technologies and streamlined product development processes. While investors are cautiously optimistic, challenges remain due to increased competition from other athletic brands. The discussion explores whether Nike's strategic shift will be enough to regain its market dominance or if a return to its successful retro models is the key to future growth.