Listen to the article
Dive Brief:
Nike has named Michael Gonda its chief communications officer, starting July 7, the athleticwear giant announced Monday.
In his new role, Gonda will oversee the company’s worldwide communications operations and strategy, including corporate and brand reputation, storytelling, issues management and employee engagement. He will report to Nike’s president and CEO, Elliott Hill, according to the press release.
Before joining Nike, Gonda held multiple leadership roles at the McDonald’s Corporation, most recently serving as its chief impact officer for North America. He also held senior-level roles at Chobani and communications agency Weber Shandwick, per the announcement.
Dive Insight:
Gonda is one of several new faces that have joined Nike in recent months.
In October, Hill replaced Nike’s former chief executive, John Donahoe, who retired as the brand’s DTC strategy floundered. Hill has moved quickly in establishing his team: The retailer named a new head of global sports marketing in November, brought on a new North America chief before Hill arrived and last month named Amy Montagne president of the Nike brand. A chief growth initiatives officer and a chief innovation, design and product officer were also recently named.
At the same time, several long-term executives have retired in recent months, including Chief Innovation Officer John Hoke, President of Consumer, Product and Brand Heidi O’Neill and global marketing lead John Slusher.
In Gonda’s hiring announcement, Hill noted that Gonda is “the right leader for us as we put Nike back at the center of sport.”
“Michael is a deeply strategic, emotionally intelligent, purpose-driven leader who understands the power of storytelling to move both brands and people,” Hill said in a statement. “His vision for driving impactful communications, his instinct for building high-performing teams, and his ability to form authentic connections will help Nike amplify the voice of sport and athletes around the world in bold and meaningful ways.”
Nike is refreshing its leadership as the company struggles with declining sales. In its latest quarter, the company reported that revenues fell 9% year over year to $11.3 billion. Meanwhile, its direct-to-consumer business plummeted 12% and its wholesale arm saw a 7% drop.
Amid its financial woes, Nike is courting its wholesale partners again and reshaping its marketing approach. In December, Hill noted that the company is trying to rebuild relationships with its wholesale partners following a DTC-heavy strategy in recent years. The brand will also invest more in its brand storytelling, pour resources into local teams and reduce its promotions.
In late May, the company announced price increases and brought its products back to Amazon six years after it had suspended its sales on the e-commerce platform.