Nike names new leader for direct business

Nike has promoted a company veteran to oversee all of the brand’s digital initiatives.

Heidi O’Neill has been appointed President of Nike Direct, effective immediately. This will be in addition to her current role as President of Direct-to-Consumer Selling, where she oversees the physical retail stores of Nike and She will report to Elliott Hill, President, Consumer and Market.

In his new role, O’Neill will be responsible for all Nike digital products, services and experiences, as well as “leading Nike Direct through the next era of digital-led transformation,” Hill said.

O’Neill, a 20-year Nike veteran, has held leadership roles within the company, including her current role. She has also held positions of increasing responsibility, including Vice President of Apparel in the United States; Vice President, General Manager of Global Women’s Category of Nike, and Vice President, General Manager of Nike Stores Worldwide. She started her career at Nike as a marketing director in clothing.

Prior to joining Nike, O’Neill held positions at Levi Strauss & Co. and Foote Cone & Belding in San Francisco. O’Neill is a founding board member of the Nike School Innovation Fund, current member of the board of directors of Spotify and former director of the board of directors of Skullcandy.

Adam Sussman, previously Nike’s chief digital officer, will also assume an expanded role to become vice president, general manager of Nike Direct digital and geography. Sussman will continue to oversee Nike Digital and the consumer vision for digital products, experiences, services and capabilities in the marketplace, while assuming responsibility for managing Nike’s four key direct geographies. Sussman will report to O’Neill.

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