Nike appoints new CMO, reshuffles top executives

By Abimbola Mohammed 

In a bid to continue to build on its strong momentum and deep commitment to serving athletes with product innovation, Nike has named Nicole Hubbard Graham, Chief Marketing Officer (CMO), John Hoke, chief innovation officer and Muge Erdirik Dogan as chief technology officer.

Graham will resume the position effective January 2, 2024 as Dirk-Jan “DJ” van Hameren will retire next summer after 31 years with the company. He was promoted to the top marketing job in 2018.

In the same vein, Nike also named 30-year company veteran John Hoke its first chief innovation officer, tasked with amplifying and accelerating the company’s innovation strategy and distinction.

Dogan was named chief technology officer, responsible for improving the speed, efficiency, and quality of Nike’s consumer experiences. She had been president at Amazon Fashion.

Prior to the appointment, she worked for the Portland, Ore-based sportswear giant for 18 years, leaving in early 2021 to set up a brand and creative marketing agency. She returned to lead Nike’s global brand marketing team, overseeing all aspects of its marketing practice.

Hoke had been chief design officer, a role that was filled by Martin Lotti, who had been chief design officer for Nike’s Jordan Brand, a sneakerhead favorite with a cult following.

Nike, which reported a 2% decline in North American footwear sales in its latest quarter, is facing energetic competition for both athletes and casual consumers from brands including Hoka, On, Adidas and New Balance.

Nike executives have said they are working to improve product marketing and assortments as well as to forge more meaningful connections with everyday runners.


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