Nike's Leadership Shake-Up: Introducing the New CMO

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Nike has appointed Nicole Hubbard Graham as its new CMO after the outgoing Dirk-Jan ‘DJ’ van Hameren decided to retire.

Hubbard Graham had worked at the footwear company for 17 years before leaving in 2021 to co-found creative agency Adopt. She held various positions within the company, including roles in basketball, consumer divisions, and a two-year stint in the UK as the director of brand marketing.

The departure of Hubbard Graham marks the retirement of Nike's CMO, Dirk-Jan "DJ" van Hameren, who has been with the company for nearly six years. Van Hameren, who represented the Netherlands as a track cyclist in the 1992 and 1996 summer Olympics, leaves the business after over 30 years.

DJ's dedication and commitment to Nike over the past 31 years are greatly appreciated. His vision and leadership will have a lasting impact for many years to come," stated Heidi O'Neill, Nike's president of consumer, product, and brand. "I take great pride in the contributions he has made to establish Nike as a leader in the industry."

Heidi O'Neill's appointment coincides with a reorganization in leadership at the renowned sports company. Nike is introducing the position of chief innovation officer, which will be held by John Hoke, who is transitioning from his current role in the design team to Martin Lotti. Additionally, Dr. Muge Erdirik Dogan will be joining Nike from Amazon as the new chief technology officer.

“Regarding these changes, O’Neill emphasizes that innovation, design, and storytelling have always been the foundation of Nike. These shifts in leadership empower us to further obsess over our unmatched innovation, product, design, and storytelling in order to reinvent sports for the upcoming generation of athletes,” she expresses.

“Collectively, these leaders will propel new heights of performance, style, and revolutionary storytelling for global consumers.”

Hubbard Graham's appointment coincides with Nike's efforts to shift away from promotions in the current fiscal year. During a conference call with investors on May 29th, CEO John Donahoe emphasized the importance of prioritizing the recovery of higher levels of full price growth and profitable growth for Nike in fiscal year 2024.

He added that although they were pleased with their current position, they acknowledged that the upcoming year would remain competitive, putting pressure on their wholesale partners to strategize for the first half of the year.