Nike Appoints New CMO to Drive Future Growth

Nicole Hubbard Graham has been appointed as the new chief marketing officer of Nike, effective January 2, according to a press release. She will be succeeding Dirk-Jan "DJ" van Hameren, who is planning to retire in the summer. Van Hameren, a former Olympic cyclist, has been Nike's chief marketing officer since 2018 and has been with the company for 31 years.

Graham had previously worked at Nike for nearly 20 years, but left in 2021 to co-found the creative ad agency Adopt. During her previous tenure at Nike, she held various roles overseeing the brand's global marketing teams and its direct-to-consumer business.

Adopt, whose website features prominent brand partners such as The North Face, Gatorade, and Netflix, focuses on the fusion of sports and culture, drawing inspiration from Nike's themes. As Nike's CMO, Graham's responsibility is to "align the company's brand voice with its next phase of growth" and oversee all aspects of marketing, according to the statement.

During van Hameren's time leading Nike's marketing efforts, he was involved in some of the brand's most influential and controversial campaigns, including the "Just Do It" campaign featuring activist and former NFL quarterback Colin Kaepernick. Additionally, van Hameren dealt with internal challenges, particularly backlash from Black employees regarding the lack of diversity within the company. This issue gained momentum after the release of a 2020 advertisement showcasing Kaepernick, Serena Williams, and LeBron James, which came amid nationwide protests for racial justice. Under van Hameren's leadership, Nike also intensified its efforts to engage with Gen Z through gaming platforms like Fortnite and Roblox.

Nike, in an effort to revamp its executive team, is making some important changes. John Hoke, a long-standing employee, is transitioning from his role as chief design officer to the position of chief innovation officer, where he will work closely with Tom Clarke, the president of innovation. Martin Lotti, who has been with Nike for 26 years, will assume the position of design chief. Additionally, Muge Erdirik Dogan will join Nike from Amazon as the new chief technology officer, reporting directly to CEO and President John Donahoe. Hoke, Lotti, and Graham will all report to Heidi O’Neill, who serves as the president of consumer, product, and brand.

In May, Nike announced more changes to its executive team. They appointed a new president for the Jordan brand and head of North America operations, as well as promoted O’Neill to her current role. These adjustments are happening as Nike faces increased competition and grapples with inflationary pressures, causing consumers to cut back on spending leading up to the crucial holiday season. The company fell short of analyst expectations for revenue in its fiscal first quarter, marking the first time in two years, while sales in North America, its most significant revenue-generating market, fell by nearly 2%.