Here Are Four Ways Nike, Inc. Is Innovating in the Elliott Hill Era

Elliott Hill has his work cut out for him when he decided to return to Nike, Inc. as President and Chief Executive Officer (CEO) in September 2024 after having retired in 2020 following a 32-year career at the company. While still the world's biggest sportswear brand, the Swoosh suffered a rough spell under former leadership, all while competitors across all categories gained market share and consumer approval.

Upon returning in a new role, Hill has kept things candid: he wants Nike to win—win now. His strategy?: Focus on the athlete.

"We will put the athlete at the center of everything we do," says Hill. "We’re a company of dreamers, optimists, and inventors, and our eyes are on the future — we’re going to simplify and go."

Although netizens have written off the plan as being a bit too obvious coming from a sportswear company, the "Win Now" strategy has encouraged numerous changes within the institution, which has prompted significant growth across Nike Running, for example. Hill's fiery call-to-action has also led to a coordinated effort known as the Nike, Inc. Sport Offense, an athlete-focused creation engine that's resulted in four new innovation platforms (with more in the works).

Learn about them ahead.

Nike Mind Footwear

Since the days of Phil H. Knight and Bill Bowerman, footwear has been the Swoosh's bread-and-butter. The all-new Nike Mind footwear franchise continues this trend, but with a different purpose: helping the mind focus better.

Backed by neuroscience, developed over the last decade, and informed by hundreds of different athletes of all levels and disciplines, Mind products utilize a series of 22 foam nodes on each shoe (left and right) to activate sensory receptors in the feet. This interaction reawakens the brain, assisting in wearers re-centering focus and enhancing the mind-body connection.

Two silhouettes kick off the series—Mind 001 and Mind 002—in January 2026. The former delivers an easy-on-and-off mule design, while the latter offers a more traditional, versatile sneaker.

Nike Project Amplify

Throughout history, the Swoosh conglomerate has pushed boundaries time and time again. From developing super critical cushioning solutions to helping elite athletes set new global records, new frontiers are a common playground for the brand. Nike Project Amplify might be one of its most-ambitious efforts yet.

While not ready to launch, the project aims to become the world's first powered-footwear system, helping everyday athletes walk and run a little bit faster and farther with less effort. Dephy, the bionic footwear and apparel expert, is onboard with Project Amplify, helping the Swoosh engineer a platform that augments natural lower leg and ankle movement.

The partnership looks to launch product to the consumer in the near future.

Nike Aero-FIT

Clothing might not be the first thing that comes to mind when thinking about the Nike, Inc. empire, but it continues to play an important role in the company's business. As such, the Beaverton-based institution continues to modify some of its existing franchises, developing new designs and technologies to better-serve wearers in the process.

Enter: Nike Aero-FIT.

The latest addition to a long-standing series of sweat-wicking, breathable apparel offerings, Aero-FIT is the brand's "pinnacle expression of cooling technology," as stated in an official press release. The innovation promises up to double the airflow of prior FIT products, doing so through a new elliptical mesh setup strategically placed at crucial areas. Aero-FIT supports all athletes, but its debut will be in football kits used during the 2026 FIFA World Cup™ tournament, which will be played across a variety of North America's conditions.

Aero-FIT is Nike's first elite performance apparel manufactured from 100% textile waste.

Nike Therma-FIT Air Milano Jacket

Nike Air may be most associated with products like the Air Jordan 1, Vomero Premium, and countless Air Max sneakers, but the revolutionary technology has also informed other categories. During the Winter Olympics in Milan, Team USA will proudly wear the tech's latest non-footwear application: Therma-FIT Air Milano Jacket.

Powered by A.I.R. (Adapt, Inflate, Regulate) Technology and informed by over 40 years of Air innovation, the garment is one of the most technically-engineered of its kind. Air technology combines with both innovative materials and computational design to create a groundbreaking advancement in adaptive outerwear: wearers can regulate their temperature in real-time by simply inflating or deflating the jacket.

According to the brand, possible "warmth levels...range from a lightweight hoodie to a mid-weight puffer."