Name: Nike 為何跌落神壇？CEO 坦言最大問題並公布重生計畫！ (Nike CEO Shares the Company’s Biggest Issues and Its Reinvention Plan | WSJ)
Uploaded: 2025-11-18T21:01:30.000Z
Duration: 6 min 21 s

We're here at the LeBron James R&D lab, and it's our advanced  R&D center.

我們現在在勒布朗·詹姆斯的研發實驗室，這裡是我們的先進研發中心。

程度副詞

This is really the heartbeat of our innovation.

You've basically been at Nike more than 35 years, and you were brought back to fix a few missteps.

你在Nike待了超過35年，而且你被請回來修正一些失誤。

How do you try to even reinvent a company that you know so well?

你要怎麼試圖重新發明一家你這麼熟悉的公司？

Anybody, if you try to go, hey, we got to fix everything all at once.

任何人，如果你試圖說，嘿，我們必須一次解決所有問題。

But what I tried to do is go back to what is essential to Nike,

但我試著做的，是回到Nike的本質，

and that is putting the athlete back at the center of everything that we do.

而那就是讓運動員回到我們所做一切的中心。

The company had fallen behind on innovation.

It lost tens of billions in market value after a series of missteps.

Nike's former CEO leaned on sneakerhead culture and lost focus on athletics.

在一連串的失誤後，Nike的前執行長過度依賴球鞋迷文化，而忽略了運動本身。

But as the company flooded the market with shoes like the Air Jordan 1, people lost interest.

但隨著公司大量推出 Air Jordan 1 等鞋款，人們的興趣也隨之減退。

Nike slashed prices to get rid of excess inventory.

Nike 大幅降價以清空過剩的庫存。

But a year later, it's still trying to finish the job.

但一年後，它仍在努力完成這項工作。

Your biggest franchises, Air Jordan 1, Air Force 1, and Nike Dunk.

你最大的幾個系列，Air Jordan 1、Air Force 1，和Nike Dunk。

I know you've managed those franchises before, and I just wanted to hear what your plan is now.

我知道你以前管理過這些系列，我想聽聽你現在的計畫。

And making them as cool as they were in 2022, 2023.

並讓它們像2022年、2023年那樣酷。

Yeah, we became over reliant on the three shoes that you just just referenced.

是的，我們過度依賴你剛才提到的那三雙鞋了。

I think we've done a really nice job of getting Air Force 1 back in a really in a good inventory position.

我覺得我們在讓 Air Force 1 的庫存回到良好狀態這方面做得相當不錯。

We still have work to do on the Dunk, and Air Jordan 1's returning to the right level of inventory.

Nike Dunk 我們還有點工作要做，Air Jordan 1 也正在回到應有的庫存水準。

I do see, like the Nike Dunk on sale online still.

我確實看到 Nike Dunk 還有在網路上打折。

We still have work to do to clean up the Dunk.

我們還有工作要做來處理 Dunk 的庫存。

Yeah, we're in the process of doing that.

是的，我們正在進行這項工作。

Analysts estimate that in fiscal 2025, Nike made $4 billion on the Nike Dunk.

分析師估計在2025財政年度，Nike 在 Nike Dunk 上賺了40億美元。

It's now being phased out, and Nike is trying to get rid of its remaining stock.

它現在正在逐步淘汰，Nike 正在努力清掉剩餘的庫存。

We're working with not only ourselves, but our wholesale partners to get that inventory out of the marketplace.

我們正與我們自己以及我們的批發合作夥伴一起，將這些庫存從市場上清除。

Am I going to tell you it's going to be huge next year?

Do I think the Dunk will have its moment again?

我認為 Dunk 會再次迎來它的巔峰時刻嗎？

Is it 2 years, 3 years, 5 years, 10 years?

是兩年、三年、五年、十年嗎？

But there will be a moment for the Dunk again, not unlike what we're already starting to see with the Air Force 1.

但 Dunk 終將再次迎來它的時刻，就像我們已經開始看到的 Air Force 1 一樣。

Today, I just saw a bunch of products that you're about to release.

今天。我剛看到你們即將推出的一堆產品。

Yeah, we have a four-in-one jacket that will be launching come the Olympics.

對啊，我們有一件四合一的外套，會在奧運會時推出。

And then of course project Amplify, the platform to help an athlete go further, faster.

當然還有 Amplify 計畫，這個平臺能幫助運動員走得更遠、更快。

And we're really excited about the opportunities there as well.

我們對那裡的機會也感到非常興奮。

I think the question everyone wants to know is when's the Caitlin Clark shoe gonna come out?

我想大家最想知道的問題是，凱特琳·克拉克的鞋什麼時候會上市？

Well, that shoe's coming and you know, we're going to continue to invest in our women's business.

嗯，那雙鞋快上市了，而且你知道的，我們會持續投資我們的女性業務。

We've had a great response to the logo that we created for Caitlin Clark.

我們為凱特琳·克拉克設計的標誌收到了很好的迴響。

She's been a tremendous person to work with.

And we want to make certain that we have everything from her logo to the product exactly the way that she wants it before we launch it.

我們希望確保從她的標誌到產品，一切都按照她想要的方式呈現，然後再推出。

You've been talking about the progress the company has made in the running category.

你提到了公司在跑鞋領域的進展。

I think the space is more competitive than it ever was.

我覺得這個市場比以往任何時候都更具競爭力。

Well, I think there's no question that we've always had competition and there's certainly competition in the running space.

嗯，我認為毫無疑問，我們一直都有競爭，跑鞋領域當然也有競爭。

We now have a general manager for Nike running, which I think has helped us get sharper on the product and the storytelling,

我們現在有了Nike跑鞋的總經理，我覺得這幫助我們在產品和故事敘述上更精準，

And so I think the alignment around the sport offense taking our three brands, Nike, Jordan, Converse, and then segmenting the brand by sport.

所以我認為，圍繞運動進攻，將我們的三個品牌 Nike、Jordan、Converse 進行整合，然後再依運動來區分品牌。

It's absolutely going to make us more competitive and help us drive revenue and certainly market share gains.

這絕對會讓我們更有競爭力，並有助於我們提升營收和當然還有市佔率的成長。

In 2019, you guys split up with Amazon and now you're back to selling your products on Amazon.

2019年，你們跟 Amazon 分開了，現在又回到 Amazon 上販售產品。

How is it different now than, you know, six years ago?

跟六年前相比，現在有什麼不同嗎？

It's not just about opening more distribution.

Our strategy is to make certain that wherever the consumer chooses to shop for our product,

我們的策略是確保，無論消費者選擇在哪裡購買我們的產品，

that we show up in a really thoughtful way in terms of the assortment for that specific consumer.

我們都能以非常周到的方式，提供符合該特定消費者需求的商品組合。

Because there are different consumers that shop different retailers.

因為有不同的消費者會在不同的零售商購物。

After years of focusing on its direct to consumer approach, Nike is once again leaning on retail partners to help boost sales.

在專注於直營通路多年後，Nike 又重新倚賴零售合作夥伴來幫助提升銷售。

You've gone back to other places like Macy's, DSW.

你們又回到了 Macy's、DSW 等地方。

Recently, the Jordan brand opened up a space inside Academy Sports.

最近 Jordan brand 在 Academy Sports 裡面開設了一個空間。

How are you making sure the premiumness of the brand is like protected?

你們要如何確保品牌的獨特性得以維持？

Wherever our product shows up, whether it's Nike direct, digital or physical, wholesale, digital or physical,

無論我們的產品出現在哪裡，無論是 Nike 直營、線上或實體，批發、線上或實體，

making certain that we have a consumer right assortment for that shopper for that location.

我們都會確保為該地點的該位消費者提供正確的商品組合。

Elevate the presentation, drive, sell through, try to be the most profitable brand wherever we are.

提升呈現方式，帶動銷售，努力成為我們所在之處最賺錢的品牌。

And that's how we drive revenue and profit for ourselves along with our retailers.

這就是我們與零售商一起為自己創造營收和利潤的方式。

這就是我們奪回市佔率的方式。

There's a consumer that wants to access the Jordan brand at all price points.

有位消費者想以各種價位接觸 Jordan 這個品牌。

And the great news is the team has the product at an elevated price point and the distribution where that product shows up.

好消息是，團隊準備好了能以更高價位呈現的產品，以及產品出現的通路。

And then Academy, they have a consumer that we serve there.

接著在 Academy，我們在那裡服務一位消費者。

We also have cleated and other products there as well.

我們在那裡也有釘鞋和其他產品。

So the last thing I wanted to ask was about your employee base.

所以最後我想問的是關於你們的員工。

Last year was a tough moment in Nike history.

去年是 Nike 歷史上一個艱難的時刻。

It was clear that there was some discontent among employees with the direction that the company was taking.

顯然，員工們對公司發展方向有些不滿。

I wanted to know how you've made an impact on that.

我想知道你是如何對此產生影響的。

I think people know that I care deeply about this place and they respect the years of experience that I have here.

我認為大家知道我非常重視這裡，而且他們尊重我在此累積多年的經驗。

The knowledge that I have, not just the company,

but the consumer and the overall industry that I like to compete.

還有我喜歡競爭的消費者和整個產業。

I come to the office every single day ready to compete.

And that we have shifted back to doing what we were created to do and that is to serve the athlete.

而且我們已經回歸到做我們被創造出來就是要服務運動員的初衷。

And it has really elevated the morale here on this campus.

這真的提升了我們園區內計程車氣。

The focus that we have and it's the reason why we've been able to deliver the results that we've been able to deliver over the last year.

我們的專注，也是我們能在去年繳出亮眼成績的原因。

It's the team rallying and we're just getting started.

是團隊的凝聚，我們才剛開始。