Nike has tapped Maggie Gauger as its new world VP of direct acceleration, the chief introduced on Monday by way of a LinkedIn submit.
An nearly 20-year veteran of the Swoosh, Gauger most not too long ago served as Nike’s world VP of market, the place she led a crew of greater than 150 individuals to execute Nike’s B2B platform, in keeping with her LinkedIn. Previous to that, she served as Nike’s VP of worldwide market and classes.
Nike didn’t instantly return FN’s request for remark.
In response to an replace on her LinkedIn profile, Gauger can be charged with main Nike’s “ “extra direct-led, digital and premium market.”
The appointment comes as Nike forges forward with its plan to go all-in on its direct and digital capabilities. Nike stated in June that it needs to have digital gross sales make up 50% of revenues by 2025. Nike additionally needs DTC to make up 60% of gross sales.
In a March name with buyers discussing the corporate’s outcomes, Nike executives outlined how its CDA program is already yielding strong sales results, offsetting headwinds from a slowdown in China and world provide chain points.
Nike digital grew 22% in Q3, led by demand within the Nike app. Digital represents 26% of the Nike model income. Gross sales in Nike areas grew 14% in Q3. In North America, Nike-owned shops grew 16% from improved site visitors and activations in key cities.
“Nike’s sturdy outcomes this quarter present that our Client Direct Acceleration technique is working, as we make investments to realize our development alternatives,” stated Nike CEO and president John Donahoe in March. “Fueled by deep client connections, compelling product innovation and an increasing digital benefit, we’ve the suitable playbook to navigate volatility and create worth by our relentless drive to serve the way forward for sport.”
As a part of its push in direction of DTC channels, Nike has terminated partnerships with sure retailers resembling Zappos, Dillard’s, DSW, City Outfitters and Shoe Present. Nike has additionally reduce on the quantity of product it’s providing current distributors, resembling Foot Locker, with the intention to consolidate distribution in its personal channels.
In December, Nike acquired RTFKT, a digital creator of digital sneakers, collectibles and equipment, in a bid to develop its affect within the metaverse. Within the wake of the deal, Stifel analysts stated the acquisition had “strategic worth” to assist “expedite the growth into Nike’s potential NFT choices.”
